In the competitive world of business, sales expertise can make or break your success. Few understand this better than Tanner Chidester, a renowned entrepreneur and sales coach whose practical, no-nonsense approach has helped countless individuals and businesses close high-ticket deals. In this article, we dive deep into Tanner’s secrets to mastering sales and maintaining an impressive 70% close rate on his calls.

The Journey from Door-to-Door to Dominating High-Ticket Sales

Tanner Chidester‘s sales journey began in the trenches of door-to-door sales. Selling for an alarm company in Utah, Tanner faced countless rejections and obstacles. He recalls selling alarms in Alabama’s scorching 100-degree heat, often facing hostile reactions, including threats with guns and knives. This challenging experience, however, was invaluable in shaping his sales skills.

“There’s nothing better you can do to get good at sales than door-to-door,” Tanner insists. The rigorous environment forced him to hone his skills, handling a wide range of objections and refining his pitch. The lessons learned from door-to-door sales laid a solid foundation for Tanner’s future success in phone sales and high-ticket deals.

The Importance of a Proven Sales Formula

Tanner emphasizes that mastering sales isn’t about reinventing the wheel; it’s about following a proven formula. His approach to phone sales is methodical, with each step designed to guide the prospect toward a close. Here’s a breakdown of Tanner’s sales formula:

• Intro and Pre-Frame: Start with a strong introduction and set the stage for the call. This helps establish authority and trust from the outset.
• Questions/Discovery: Dive into questions that uncover the prospect’s pain points, needs, and desires. This discovery phase is crucial for tailoring the pitch to the prospect’s specific situation.
• The Three Pillars: Present the top three reasons someone should work with you. Tanner’s “Three Pillars” are crafted to highlight the unique benefits of his offer and differentiate it from competitors.
• Creating a Gap: Illustrate the gap between the prospect’s current situation and their desired outcome. By contrasting “here’s what they do” with “here’s what we do,” Tanner effectively positions his offer as the superior choice.
• Program Overview: Provide a brief overview of the program or service being offered. This should be concise and focused on the key benefits.
• Pitch and Close: Present the offer and move toward closing the deal. This is where Tanner’s expertise truly shines, as he navigates through objections with ease.

Handling Objections with Confidence

One of Tanner’s standout skills is his ability to handle objections confidently and effectively. He identifies four main objections that typically arise in high-ticket sales: price, spouse, time, and belief. Tanner’s approach to handling these objections is both strategic and empathetic.

Price Objection: 

When faced with a price objection, Tanner follows a structured process:

• Close: Present the price clearly.
• Agree: Acknowledge the prospect’s concern about the price.
• Isolate: Ensure that price is the only objection. Ask, “Is there anything else besides the price that would stop you from moving forward?”
• Cash on Hand: Determine the prospect’s available funds. This helps in negotiating a workable solution.

Tanner believes in being flexible with pricing when possible. For instance, if a prospect can only afford $8,000 on a $10,000 program, Tanner would rather secure the deal by negotiating than lose the sale entirely.

Spouse Objection: 

When a prospect needs to consult their spouse, Tanner employs the ABCD method:

A: Ask what the prospect will do if their spouse says no.

B: Identify the spouse’s potential objections.

C: Use identity-based reasoning to highlight the importance of mutual support in relationships.

D: Offer a delayed payment option to allow time for spousal consultation.

By addressing the underlying concerns and emphasizing support rather than permission, Tanner effectively navigates this common objection.

Time Objection: 

For prospects who need time to think, Tanner reframes the decision-making process:

• Define Decision: Explain that “decide” means to cut off other options.
• Three Questions: Ask if the prospect believes they are more likely to succeed with Tanner’s help, if they trust Tanner to deliver on his promises, and if they have access to funds.

This method helps prospects realize they have enough information to make a decision and encourages them to act promptly.

Belief Objection:

When belief in the program’s success is the issue, Tanner addresses the prospect’s deepest fears:

• Worst-Case Scenario: Ask what the worst outcome would be.
• Three Outcomes: Highlight the possible outcomes: success, refund (if applicable), or staying stuck in the current situation.

By reducing the perceived risk and focusing on the potential for positive change, Tanner reassures prospects and builds their confidence in the decision.

The Power of Persistence and Adaptability

Tanner Chidester’s success in sales is not just about following a formula; it’s also about persistence and adaptability. He emphasizes the importance of continuously refining one’s approach, learning from each call, and adapting to the unique needs of each prospect. This relentless pursuit of excellence and willingness to push hard on sales calls set Tanner apart as a top sales performer.

Conclusion

Mastering sales, especially high-ticket deals, requires a blend of experience, strategy, and resilience. Tanner Chidester’s journey from door-to-door sales to becoming a sales expert exemplifies the power of persistence and the effectiveness of a proven sales formula. By handling objections with confidence and maintaining a relentless focus on closing deals, Tanner has achieved remarkable success. His insights and strategies offer valuable lessons for anyone looking to excel in sales and drive significant business growth.

Published By: Aize Perez