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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.
For more information and help on mastering sales objections, click here.
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