Real-World Objections ... Real-World Solutions!

When the customer offers an objection to your sales presentation, is it really a rejection?

There are very few actual objections that are honest rejections. Most are just stalls from buyers hiding their true feelings. Why? Maybe they don't want to hurt your feelings or they are embarrassed or afraid to tell you the truth. Many times a prefabricated story (in their minds) is so much easier and less confrontational than actually telling the truth. So, they'll stall by saying something such as:

1. I want to think about it.
2. Do you have a brochure/business card?
3. I have to talk this over with my wife, husband, children, parents, friend, brother, accountant, lawyer.
4. I'll get back with you.
5. I never purchase on impulse.

So, what is an honest objection? Frequently, they're not stated or addressed. But, most of the time when your prospect is stalling, his or her real objection probably lies within one or more of these categories:

1. Location
2. Competition (prospect has looked at other properties and is comparing)
3. Performance/warranties (as to claims)
4. Financing
5. Needing third-party approval
6. Price, square-foot pricing. (This is an objection of perception)

Once you can determine what the real objection is, and not the smoke screen, how can you confront it? Practice the Boy Scouts motto and Be Prepared.

In reality, there are no new objections. If you've been in sales for a while, you've heard them all before, in one way or another. The key is to know the objections that are most likely to occur, script the answers or responses ahead of time and memorize them so they become part of your regular presentation. Then, when you reach the close, you can respond to all their objections - both real and implied - with honesty and accuracy. Once you eliminate their objections, you'll also eliminate the feeling of rejection because you'll have honest reasons your prospects aren't buying. And, most likely, they have nothing to do with you personally.

In sales there is a universal axiom called The Law of Six, which states, "Customers really have no more than six objections to owning the home or homesite you're selling."

You may hear what seems like countless objections; however, if you categorize them, you will find they normally fall into six basic topics. Figure out what they are instead of waiting until you are involved in the presentation and then trying to make up an answer. You must be proactive and prepare in advance. Here's how the process works.

1. Identify all possible objections - by yourself or brainstorm with team members.
2. Write the objections down. Don't think it - ink it!
3. Script potent responses. After identifying all objections, develop ironclad scripted responses and airtight answers.
4. Rehearse the scripted responses in role-play. Practice, drill and rehearse, until your planned responses feel natural. This is professionalism of the highest degree.

Do this and, when the predictable objections surface, you can easily, effortlessly and automatically move to the close.

Myers Barnes writes articles for many of the nation's top sales-related magazines and trade publications. Myers is also the best-selling author of Reach The Top In New Home & Neighborhood Sales and Closing Strong: the Super Sales Handbook. He is a nationally known motivational speaker and a consultant on new home and resort property sales. You may visit Myers' web site, www.myersbarnes.com or reach him at his e-mail address sellmore@myersbarnes.com.