Objections can literally come out of nowhere, even if you feel like you’ve educated or discussed issues with your client. It is often as a result of uneasiness of moving along to the next step. That’s where it is your job to offer insight, intel and education to make them feel at ease with that decision to move forward. The objection could be related to money, timing, relationship or a dozen other factors. Objections are obstacles and while some may seem straightforward, others will not be so and often a bigger issue exists far beyond the objection. The client may not understand the process, have doubts or be overwhelmed by the enormity of a real estate transaction. By skillfully handling your clients objections will increase the number of clients that end up successfully navigating a transaction.
Don’t Respond Too Quickly
Your first instinct may be to immediately overcome their objection or concern. Most agents launch into a script they learned from class in a way to address the objection, but that reflexive approach could backfire or better yet not uncover the true issue. If you don’t take adequate time to resolve the issue adequately, the person may dismiss her own objection. This is where the next tip comes into play.
Listen and Ask Questions
Do not assume the objection voiced is the only issue holding them back. Far too often clients will voice one objection when in actuality is something else that is making them uneasy or even to just slow down the process because they are overwhelmed. Some people will mention smaller issues when actually a bigger issue exists. Regardless of the objection, you should ask questions and listen to the responses. Ask tons of open ended questions and let them know you have the ability to listen and understand your concerns. This is not the time to try to fix the problem, but just to listen making the client feel at ease and making them feel like you care. In order to ensure you understand their problem, summarize it. This makes sure you heard everything correctly and are not assuming. After you’ve asked questions, listened, empathized that is the first chance when you can offer up solutions.
Only when you are confident you know the true objection, you’ll be able to help get past the obstacle in their way. That’s the time to use the scripts you’ve learned in that objections class. Or you can ask questions in a less structured way. By spending some time understanding their objections and helping to get them to a resolution will help gain confidence and will put them at ease. Whatever approach you wish to work with, focus on solutions that show the person you care and that you can help them achieve their goals. Thinking of the objection from your prospect’s or client’s perspective will ensure you are not perceived as strong-arming them with your sales tactics.
Look for Warning Signs
Some objections are actually roadblocks. They may have changed their mind [which happens] or encountered an issue that prevents them from moving forward with the transaction or even the relationship with you. Negative body language, half-hearted responses and signs that a person is not receptive to your suggested next step.
The last step to overcoming an objection is to confirm that you have satisfied the person’s concern. If so, you have moved a step closer to helping your client with a successful transaction. If not, keep digging until you can muster up the real reason for the objection and use the tips above.