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The Sales Evangelist

Marcus Chan on The Sales Evangelist Podcast

You find the perfect client and start proposing a deal with them. When you are about to close the sale, the potential client says, “I have to think about it.”

What are you going to do now? 

In this episode, host Donald Kelly talks with Marcus Chan, the founder of Henley Consulting Group. Chan shares the Heart Framework to help sales reps overcome objections.

HEART Framework

  • H – Heard. Use this framework for any objection thrown your way. For example, if the objection is, let me think about it, start with the letter H for heard. You show them a little empathy and make them feel heard.
  • E – Elaborate. Next, have them discuss what is on their mind with the letter E and elaborate on the objection. Ask, “Can you tell me more about that?” Marcus provides an excellent example of how digging deeper can help sales reps find the root objection.
  • A – Aside from that objection. After you have them elaborate more, move on to A, aside from that objection. Do they have any other questions or comments that may make them object to the deal?
  • R – Rectify Value –  Make them tell you why they should take the deal. While they are talking about it, ask them what they like most about it or how they think it can improve their business.
  • T – Transition to Close. After this, you may notice that they no longer have the same objection, move on to the letter T. The T stands for transition to a close.
  • Show your potential clients how you can help them overcome their objections. For example, you can include a happiness guarantee within your contract.

Tonality: does it make a difference?

  • The way you deliver your message will relay differently to your clients. Your tone can show them that you care about their problem or it can make them feel like you’re just trying to close the deal.
  • If your delivery isn’t making them feel at ease, their brain goes into fight or flight mode. By making them comfortable with your tone, they’re less likely to do this and more likely to listen to what you say.

Why don’t most sellers ask more questions?

  • Often it’s due to fear of not knowing what to say in case of an objection. However, some sellers are more worried about getting the sales as quickly as possible.
  • Don’t make the mistake of offering discounts and using closing tactics immediately. You’re causing more problems and avoiding finding the real objection.
  • Instead of rushing, take your time and converse with the potential buyer. Eventually, they’ll open up and tell you everything you need.

Do you want to start practicing the HEART framework?

  • If you listen to the end, Marcus shares a detailed step-by-step for BDRs. It’s pretty simple, and you’ll probably have tons of fun while practicing the framework. Doing it daily will help you become great at using the HEART framework.



6-Figure Sales Secret Book

Sponsorship Offer

This episode is brought to you in part by TSE Sales Foundation.

I think we can all agree that sales should be fun. However, many times, we find ourselves in a quagmire where we’re not progressing, and deals are not going the way that they should. This is why we created TSE Sales Foundation. It’s a program designed to help sales professionals just like you master the fundamentals of sales so they can radically improve their sales pipeline and close more deals. To find out more about TSE Sales Foundation and our next start date, simply go to thesalesevangelist.com/foundation.


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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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