Video Mystery Shopping: An objection is just a directional sign!
I was conducting a coaching session with a seasoned sales associate a few months back and we were discussing overcoming objections. He was telling me how much he LOVED overcoming prospect’s objections. This surprised me because most sales associates in new home sales would much rather have a root canal than deal with a buyer’s objection. When I asked him why he enjoyed overcoming objections so much, he replied “Melinda, an objection is really just a directional sign pointing you towards the close!”
Now, how clever is that? And, indeed, how true it is! Think about it, if a prospect is giving you an objection what they are really doing is telling you that they are interested in moving forward but need to get through a particular challenge or situation in order to do so. If they were not interested AT ALL in your product, they would just keep quiet!
Objections are your opportunity to ‘move the prospect closer to the close’. As my client said, objections are directional signs!
One thing that is very important to understand about objections is that you WON’T be able to overcome all of them. I don’t care how good of a sales person you are, there is NO WAY you can overcome every objection that you are going to face. However, that is OK. This gives you the chance to put the objection into perspective for the prospect.
Let me give you an example. Let’s say you have a prospect that LOVES everything about a specific home EXCEPT for the fact that is does not have a formal dining area. Chances are you are not going to be able to have your builder change the entire floor plan to include a formal dining area, right? So, instead, you have to determine how important this feature is to the client so you can put it into perspective for them. This is done through questioning. For example:
SA: I understand that it is important to you to have a formal dining area. Why is this important to you? Do you do a lot of entertaining? As we discussed this home features a large kitchen and open dining area as well. Would that work for you instead?
Prospect: No, I REALLY want a formal dining room. It is how all my previous homes have been laid out.
SA: Well, I can appreciate that. However, I wanted to point out (INSERT ALL THE FEATURES THEY LOVE ABOUT THE HOME). This home seems to work for you in every way possible with the exception of the formal dining room. Is this something that you could work with and look at alternative ideas for you dining space?
At this point the prospect will now have to weigh the options being presented. In many cases, through this line of questioning, the prospect will be able to determine if this objection is a deal breaker. Most times, it isn’t. But, if it is….that’s OK too! Your job is to find the perfect match for your prospects! Objections are the powerful tool that help you do your job!