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A lot of agents don’t realize how much their communication reeks of insecurity or arrogance, and they are faced with a lot of objections as a result. How do you handle objections in a way that shows that you care about the client? What is the language of agreement? Why is it so powerful to learn the right framework for handling objections? On this episode, Joel Rico is back to share how to be more effective with your language.


My favorite way to solve objections is to help people self-discover their own answers – Joel Rico


Three Things We Learned

The First Step to Handling Any Objection is Taking Their Side

One of the biggest mistakes people make in their sales conversations is disagreeing with the prospect right from the start. What you should actually do is get in agreement with them, validate what they think and feel, and take their side no matter what they say. Be an ally, not an adversary.

The tone of confidence resembles the tone of narcissism

Confidence has a tone and an energy and it’s similar but a lot different to ego and narcissism. Because of the similarity most consumers misinterpret cockiness and ego as confidence. The problem with this is they end up hiring the wrong person.  

You want people to be empowered that they made their own choice

He or she that speaks the most dominates the conversation, but he or she that asks all the questions controls the conversation. You want to empower the client by having them dominate the conversation, and you want to control the conversation by asking all the questions.


Key Quotes

Confidence definitely has a feel, a tone and an energy. – Joel Rico

Once you learn the process it doesn’t matter what the objection is, it becomes a framework you can use over and over again. – Matt Johnson

People are looking for someone to represent them, someone who can advocate for their needs. When they are clear that you’re on their side, they will say yes. When you try to sell them, and focus on the commission, they are clear that you’re representing yourself and you won’t get hired. If you want represent people, come from a place of contribution, be an ally to them and take their side through your language, tone and energy.

Guest Bio

Joel Rico is a professional speaker, coach, and accomplished entrepreneur. Considered a “master” in peak sales performance, Neuro-Linguistic Programming (NLP) and successful negotiations, his techniques and strategies continue to aid him in coaching his clients. Joel is currently one of the most sought after Sales Trainers, and for the past decade has been training Sales People, mostly Real Estate Brokers, to better understand their clients, and how to structure win-win agreements. This level of training has elevated many of his clients to top 1000, top 100, top 50, and top 10 active Real Estate brokers in the country. Go to to learn more about his coaching.


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