Objections can be broken down into two parts.
Part one is the concern of the client or prospect; part two is the solving
of that concern. You need to be proficient at approaching each of these
parts. Many agents make their mistakes on the first part, which gives
them no chance to be successful in the end. They are not focused enough
to understand the concerns of the clients or prospects.When you get an
objection from buyers or sellers, make sure that you hear clearly what
they are saying. If you interpret the objection wrongly, the answer you
give, no matter how eloquent, will not be sufficient to overcome their
area of concern. Let me give you a few techniques I have used to turn
objections into dollars. I would pause to make sure I clearly understood
and repeat what they said or ask them to explain further. This technique
will do a few things for me. First, I could confirm what their objection
was to insure I had understood it properly. Second, it would enable me
to be well prepared when I responded. I had bought myself a few seconds
while my brain prepared my answer. I was able to respond in a powerful,
well-planned manner. Third, I would avoid the big mistake of trying to
answer the objection before the buyer or seller gets the objections completely
out of his mouth, as if stopping the buyer or seller from stating the
objection completely will stop the objection and it will go away. The
objection is legitimate to that person, no matter how ridiculous it may
sound. He feels it is legitimate, so it is legitimate. Interrupting can
cause the seller or buyer to become irritated with you. It may not matter
how well you handle the objection if you interrupt him.
Once you have properly understood and evaluated the client’s concern,
you have moved to the solving stage. You need to train yourself mentally
to believe that objections are good at this stage. I know that many of
you are going to reread that sentence a few times and then decide that
I am nuts. But the truth is that if the clients were not interested in
what you have to offer, they would not be giving you objections. They
would not bother if they were not interested in the home you showed them
or interested in having you list their home for sale.
Objections truly are an opportunity to get a signed contract. When a
buyer or seller gives you an objection, he is presenting you an opportunity
to close. He is basically saying, "I like this, but there is one
factor I do not like." The buyer might say, "If the home you
are showing me had a larger patio, it would be right for me." All
you have to do is get him a larger patio and you have made a sale. You
must put your problem-solver hat on. If you solve his problem, then you
get the opportunity to ask him to buy. The client can say, "Yes," or
give you another objection. If he gives you another objection, you get
another opportunity to solve the problem and ask him to buy. This procedure
may continue for a few objections. Do not give up; you are getting closer
to a sale. As long as you are able to continue to solve his problem the
client will buy. Remember, you are the problem solver.
You are the one in control, as long as you continue to ask questions.
Your questions will move the client forward to the ultimate decision.
The goal is to get a decision out of a client quickly. Even if that decision
is "no," you will have invested the minimum amount of time
to get there.
Join the ranks of the highly skilled and highly paid professional realtors.
Change your mental approach to objections. View them as the opportunity
to make the sale. Make sure first that you clearly understand the objection
of the client. Then put on your problem-solving hat and make the sale.
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