LOOPING AND OBJECTIONS

One of the most effective ways to deal with objections is by looping. Looping is the KEY to sales.
The sale and the process of looping begins when your prospect says “NO” and ends with you
asking for the order. See looping in action and understand how many loops are enough. This is the
balance of the science and the art of Looping.

Introduction to Looping and Objections

Introduction

The Straight Line is essentially about closing anyone who’s closeable- taking anybody who’s on
the fence about your product and using these strategies to get them to say ‘yes’. It’s about closing
as quickly and elegantly as possible.

A loop is a way to transition from the person giving you the objection to reselling them on the
three 10s while lowering their action threshold and maximising pain – the 5 elements of the
Straight Line. After you’ve completed the loop, you ask for the order again.

90% of the Straight Line is understanding how to elegantly navigate from “I need to think about
it” into the loops – the three 10s, the action threshold and the pain threshold – before you go to the
close.

The Straight Line is designed to empower people – to get them to do things they should be doing
and buy things they should be buying.

The Straight Line is so powerful you can actually get people to do things they shouldn‘t do and
buy things they shouldn’t buy. Don’t. It is NOT designed for this purpose.
Access the rest of this module to learn about:

 How to deal with objections using the technique of deflection

 How to apply the technique of looping to your sales process

 Specific language patterns to use when looping

Objections and Deflections

The Goal of Looping

Looping is the KEY to sales. The sale and the process of looping begins when your prospect says
“NO” and ends with you asking for the order. Between these points is where you elegantly take an
objection and use it to move your prospect to certainty
THE GOAL OF LOOPING

If the prospect doesn’t say ‘yes’ then it’s for one of five reasons:

• They’re not sure about the product

• They’re not sure about you

• They’re not sure about your company

• They have a high action threshold

• They feel no pain – they are just not in a rush

What Looping is NOT

Objections and Deflections

The greatest myth in sales is that it’s about turning ‘no’ into ‘yes’. But how often do you hear ‘no’
in reality? Not that often. Usually what you hear is, “let me think about it”. If someone really says
‘no’, it’s usually a matter of, “okay, onto the next one”.

So what sales is really about is turning excuses, or ‘objections’ into ‘yes’. Looping is the Straight
Line strategy that will empower you to turn these objections into successful closes.

A protracted closing battle will achieve nothing for you or your prospect. If your prospect keeps
saying “no”, they should have been qualified out during the prospecting phase. They are not
closable. In this case, you risk losing your rapport with the prospect and plunging into a death
spiral.
Listen carefully. The prospect is telling you by their language (both verbal and body) whether it is
a “no” or an objection. If it’s an objection, it just means that they are not 100% certain. In this case,
you will hear the objection and not just a “no”.
 Objections and Deflections

There are only about ten real objections that people have. Out of these, the only one that you really
shouldn’t try to overcome is, “I truly can’t afford it.” The secret to handling objections, in any
context, is to deflect them. If you try to answer them, or evade them, it won’t work. When you
evade an objection, it never gets resolved and the client will never say “Yes.”
No matter what they say, you say this phrase: “I hear what you’re saying, but let me ask you a
question. Does the idea make sense to you? Do you like the idea?”.
At this point you will begin the “Looping” process.
 Looping and The Straight Line

Looping and The Straight Line

After you ask for the order for the first time and your client says “I have to think about it,” (or
some other objection) your first comment is “I hear what you’re saying, but let me ask you a
question, does the idea make sense to you? Do you like the idea?”

They will typically respond “Yeah, it sounds pretty good.” Then you say “Exactly. And let me say
this….” Proceed with going down the line in your first loop, “The true beauty of the program…”
and keep moving forward with your first loop.
THE FIRST LOOP

The first loop sells the product on a logic-based modality, ending with “You see what I’m saying?
Do you like the idea?” And they say “Yeah, it sounds great.” You say, “Exactly” and ask for the
order.

After each loop, ask for the order in a tone of quiet certainty: “Sound fair enough?” If your client
objects again, assess whether the objection is related to uncertainty surrounding the product. If yes,
loop back and continue to re-sell the product. If not, move on to re-selling the second ten, which
is selling them on you personally.

THE SECOND LOOP

For your second loop, say something like, “If I’d been your broker for the last 15 years and I’d put
you in this stock at $6 and took you out at $30, you wouldn’t be saying ‘Let me think it over,’ now
would you?” and again use the disarming tone. Say, “You’d be saying, “Jordan, how do I get
started, right?”

What you’re doing here is building a metaphor that’s so undeniably simple that your prospect can’t
help but agree. This establishes rapport.

Then listen to what he says, deflect any objections and loop back to re-sell yourself. Focus on the
benefits you can offer your client and less on yourself. After each loop, ask for the order calmly.
If your prospect objects, deflect the objection and loop back accordingly.

Your final loop will be on the third ten—your company.

THE THIRD LOOP

After you’ve sold your product and sold yourself, for the transition to the third loop say “And as
far as my company goes….” in a disarming tone and use the opportunity to re-sell the benefits of
your company, always starting with the smaller benefits and building up to the bigger, more
powerful ones. Use these airtight language patterns that have proven to convert people to you sell
your company to them.

After you have smoothly transitioned to your company end by saying “So let me make a suggestion
to you. Why don’t you do this?” which is known as an embedded command.
After this loop, ask for the order again. You say “All I’m asking for is this. You give me one shot,
and believe me, the only problem you’ll have is I didn’t call you six months ago and get you started
then. Sound fair enough?”

If you get another objection, it’s time to bring out the heavy artillery. Bring out the best benefits
you have and make your language as specific as possible to the situation: “When you recognise
the projected return, you can go to your boss and ask for equity. You’ll deserve it.”

It’s important to use an emotional-based close, which has more to do about the prospect seeing
himself using the product and feeling good in the future. The key to emotional-based language
patterns is they’re future-paced. Run a pattern explaining, “This is how it’s going to be. You use
this in the future and this is what’s going to happen. This is what’s happened to my other clients,
and it’s what’s going to happen to you right now.”

Then stop talking. The first person to talk loses—and it’s probably going to be the other guy.

Looping in Action

Looping in Action: Live Demonstration

Elegant and effective Looping requires writing beautiful scripts that are ethical, honest, on the
mark, while still sexy. They’re hedged with words like “virtually,” and they’re future-paced with
powerful patterns like “You’ll make money with it,” and “Once you’ve made money here.“
Make sure not to repeat yourself. Create new distinctions, new things to enlighten, and new pieces
of information to move your prospect with every loop. Each one should be slightly different. Craft
them so that you’re hitting all the different modalities.

Remember, the best way to answer an objection is to raise it before it ever arises. By embedding
this into the pattern of your scripts you can blow out all potential objections before your prospect
is able to raise them.

How Many Loops?

How many loops is enough? This is the balance of the science and the art of Looping. The science
is running loops that are ethical and intelligent until exhausted and the art is knowing when the
returns are diminishing.

Listen carefully. A repeated objection is probably real so let it rest. Listen for the tone – ‘respectful’
means probably continued genuine interest and room for more loops and ‘rude’ probably means
you are close to diminishing returns.

LANGUAGE PATTERNS FOR LOOPING

Offsetting language patterns lower a person’s action threshold. Use these to provide final
reassurance to your prospect and to close the deal.

Looping takes place when you start getting near the close but you can tell the client isn’t quite
ready. The following are specific language patterns that will help you make an infinite number of
loops, to raise the level of certainty of your prospects, and capture the three 10s.

• “Does the idea make sense to you? Do you like the idea?”

• “You see, the true beauty of this program…”

• “If I had been your adviser for the last ten years….”

• “As far as my company goes….”

• “What we can do for you besides this one transaction….”

• “We can start off small and work bigger and better for the future….”

• “What’s the worst that could possibly happen?”

• “Please don’t misconstrue my enthusiasm for pressure. It’s just that I’m really excited
about what I have to offer and I know that it works and I see the pain that you’re feeling.”

• “I understand what you’re saying….”

• “Getting started is very simple. It’s just a question of some basic information….”

• “Just a cash outlay of….” Never say “payment” or it “costs” you.

Price must be minimised and then followed by an onslaught of positives:

The most important words should be reserved for the close. Remember; don’t give away your best
material too early.

These next language patterns should be saved until you’re close to winning a 10 in each of the
three 10s. Always end with the utter-sincerity tone, and then the reasonable man tone, leaving
yourself enough room to drop your tone down if necessary

Looping Close: Review

KEY POINTS – LOOPING & OBJECTIONS

• The first loop sells the product on a logic-based modality

• The second lop sells yourself – so that the client knows and trusts you

• The third loop sells your company

After each loop, you ask for the order again.

It’s important to use an emotional-based close, which has more to do about the prospect seeing
herself or himself using the product and feeling good in the future.

Looping takes place when you start getting near the close but you can tell the client isn’t quite
ready. There are a number of language patterns that can help you make an infinite number of loops,
to raise the level of certainty of your prospects, and capture the three 10s.