Bob Burg is the Founder of The Go-Giver Community Network, an organization that connects private global businesses. In the past 30 years, he’s helped companies and leaders evolve their communication habits to increase sales and grow their businesses. He is also the Co-author of The Go-Giver, a book about the five laws of stratospheric success and Streetwise to Saleswise. Bob is also a member of the National Speakers Association and a Hall of Fame keynote speaker on referrals, relationship-building, and influence.

Jeff West is the President of West Marketing Group, INC, where he helps influencers and business leaders elevate their brands. He is also the best-selling author of numerous business parables, including Streetwise to Saleswise, The Unexpected Tour Guide, and Said the Lady with the Blue Hair. For over 30 years, Jeff has coached and led sales teams in multiple industries and was among the top sales performers and leaders in the nation. He is also a member of The Go-Giver Community with Bob Burg.

Some sales professionals are so fearful of objections that it impedes their ability to close deals. How can you embrace objections and transform them into powerful fusion points that propel your business forward?

Sales dream team Bob Burg and Jeff West collaborated to develop a five-step process for navigating and embracing sales objections. The framework involves controlling your emotions, empathizing with prospects, asking probing questions, reframing your approach, and isolating the objection. Rather than reacting negatively to the objection on instinct, demonstrate an understanding of your prospects’ situations and adopt their perspective. This allows you to refine your offering, providing solutions and social proof to influence key decision-making.

In this week’s episode of Systems Simplified, Adi Klevit hosts duo Bob Burg and Jeff West, authors of Streetwise to Saleswise, to discuss transforming sales objections into opportunities. Together, they offer insights into the power of framing in sales conversations, how to develop a value proposition that resonates with prospects, and anecdotes from their book.