Sales Objections 2: How Bruce Lee Can Help You Close Deals

By Ken Artuz

By Ken Artuz

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Sales Objections? Apply Bruce Lee’s JKD Principles For Success

Sales closings with potential clients; sometimes, these opportunities fall short because of a lack of preparation. Before we dive into the article, let’s take a moment to learn about Jeet Kune Do (JKD) and how it may apply to closing sales. In my previous article, I touched briefly on how Bruce Lee’s philosophy translates to the fitness sales industry. In this second installment of my Prospect Objections article series, I will elaborate more on Bruce Lee’s Jeet Kune Do (JKD) and connect it with sales strategies.

Bruce Lee’s Jeet Kune Do (JKD) is a martial art philosophy that emphasizes adaptability and fluidity in combat. According to Lee, JKD is not a fixed system but a way of thinking and training that allows practitioners to adapt to any situation.

Sales can benefit from JKD principles. Just as a JKD practitioner must be able to adapt to different fighting styles, a salesperson must adjust to different types of prospects and objections.

Artuz fitness Sales Objections 2 How Bruce Lee Can Help You Close Deals
Stock Photo: Pexels via Lukas

Sales Objections: Be Like Water

“Be like water making its way through cracks. Do not be assertive, but adjust to the object, and you shall find a way around or through it.”

Bruce Lee

Emphasize the importance of being fluid and adaptable rather than rigid and assertive. In sales, it’s essential to adjust to the prospect’s needs and present the product or service straightforwardly and naturally in a way that resonates with the candidate. Let’s dive in!

One of the essential principles of JKD is the concept of “directness.” In combat, a JKD practitioner should aim to strike the opponent with the least effort and in the most direct way possible. Similarly, salespeople should aim to present their product or service as naturally and straightforwardly as possible without wasting the prospect’s time with unnecessary information or hype.

An example would be as follows:

A personal trainer tries to market a training course to a prospect. Instead of giving a long and complicated demonstration of the features, the trainer should focus on the key benefits of the exercises and how they, the trainer, can help the prospect’s specific problems. The trainer can increase the chances of closing the sale by presenting the product or service directly and straightforwardly.

Here are some bullet points to consider when applying the principle of directness in sales:

  • Identify the key benefits of your product or service.
  • Tailor your pitch to the prospect’s specific needs
  • Avoid using jargon or technical terms that the candidate may not understand
  • Be honest about the limitations of your product or service
  • Keep the conversation focused on how the product or service can help the prospect achieve their fitness goals
Artuz fitness Sales Objections 2 How Bruce Lee Can Help You Close Deals
Stock Photo: Pexels viaAlexander Suhorucov

Sales Closings: Create Opportunities!

“To hell with circumstances; I create opportunities.”

Bruce Lee

As a sales professional, taking control of the situation is important. Closing the sale is a victory while waiting for the prospect’s decision is a loss. Follow up with the prospect and create opportunities rather than waiting for them to come to you.

Just as in JKD, persistence is critical in sales. Persistence is the ability to keep going despite difficulties or obstacles, and it’s a crucial trait that separates successful salespeople from those who struggle.

When a prospect says, “I’ll get back to you,” it’s important to remember that they may not be saying “no” but need more time to think. Salespeople should follow up with the prospect when they expect to make a decision. If the candidate doesn’t respond, salespeople should continue to reach out to them periodically and build a sales opportunity.

Here is a scenario:

A trainer is trying to sell an exercise package to a prospect. The prospect says “I’ll get back to you.”
The trainer should follow up with the prospect in a week. The trainer should reach out again next week if the prospect doesn’t respond. If the prospect still has not responded after four weeks, the trainer should reach out to them one more time, and if the prospect still needs to respond, the trainer should move on.

The following are some bullet points to consider when following up with a prospect:

  • Be respectful of the prospect’s time, and don’t follow up too frequently
  • Use different communication methods, phone, email, LinkedIn message, etc
  • Personalize the follow-up message
  • Give the prospect a specific time frame for when you will follow up
  • Be polite and professional
Artuz fitness Sales Objections 2 How Bruce Lee Can Help You Close Deals
Stock photos: Pexels via Ketut Subiyanto

Adapt To each Sale Scenario

“Empty your mind, be formless, shapeless — like water. Now you put water into a cup, it becomes the cup, you put water into a bottle, it becomes the bottle, you put it in a teapot, it becomes the teapot. Now water can flow or it can crash. Be water, my friend.”

Bruce Lee

The JKD philosophy emphasizes flexibility and adaptability, which translates fluidly to sales success. By being open to different options and considering the prospect’s budget, salespeople can show that they are willing to work with the potential client to find the solutions that fit their needs.

Here’s a scenario: A personal trainer sells exercise multi-tier packages from a local gym. One prospect expressed that the price tier presented is too expensive and out of their budget. As a physical trainer, you must be open to various options. You must be available to present various alternatives to the candidate for a successful sales closing.

A trainer can, for instance, suggest a lower-priced training package tier that still offers the necessary features at an affordable price. The salesperson can demonstrate their genuine interest in finding a solution that fits the prospect’s needs by showing that they are flexible and willing to work within the prospect’s budget.

Here are some bullet points to consider when applying the principle of flexibility and adaptability in sales:

  • Understand the prospect’s needs and budget
  • Provide different options and alternatives that fit the prospect’s needs and budget
  • Be open to negotiation and compromise.
Artuz fitness Objections 2 How Bruce Lee Can Help You Close Deals
Stock Photo: Artuz Fitness

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