Crush Sales Objections Before They Happen with the WHAT-WHY-WHAT-WHY Framework
Have you ever faced the dreaded moment when a prospect tells you, “I need to think about it,” or “I’m not sure this is the right time for me,” or the classic “I can’t afford it”? If so, you are not alone. Many people panic and leap straight into convincing mode. But let’s unveil the secret: never argue. Instead, it’s all about asking the right questions upfront to prevent those objections from surfacing later on.
Allow me to introduce you to my favorite sales secret: the What- Why-What-Why Framework.
It’s surprisingly simple—just four questions—and each one starts with ‘what’ and then a ‘why’. Here’s how you navigate through it:
Step 1: Discover Their Goal
The First “What”: What is your goal?
Kick things off by uncovering their aspirations. You might say something like, “What’s the outcome you want if we decide to work together?” Encourage them to paint a picture of where they want to be. This sets the stage for a future-focused conversation.
Step 2: Tap into Emotion
The First “Why”: Why do you want to reach that goal?
Now, hone in on the emotional depth. Why is it crucial for them to reach this goal? This is the emotional powerhouse of your framework. People often buy based on emotion and then use logic to justify their decisions, so you’re tapping into their core motivations here.
Step 3: Learn from Their Past
The Second “What”: What have you tried in the past to correct these issues?
Dive into their history. This isn’t mandatory, but it’s incredibly insightful. Understanding their past attempts—and where they’ve fallen short—positions your solution as the ultimate, failure-proof option. As a bonus, ask about the investments they’ve previously made; this can reinforce the value of your solution by comparison.
Step 4: Create Urgency
The Second “Why”: Why is now the right time for you to make a change?
Here, you’re crafting urgency. Pose the question, “Why not in six months or 12 months?” Let them articulate why action is needed now rather than later. This moves you beyond objections like “let me think about it” and anchors them in the present needs and benefits.
By systematically addressing objections with this framework, you’ll find that they’re largely eliminated by the time you reach the end of the sales call. Remember, objections are not rejections; they’re merely clarifying questions.
And if this method intrigues you, I’ve got some great news! I’m offering a comprehensive resource on the What-Why-What-Why Framework completely FREE. Download it and start transforming your sales conversations today.
