Let’s face it, if you’re in sales, you’re going to deal with objections. And many new-home sales consultants have a difficult time overcoming objections from prospective buyers.
Objections are like bombs: If not defused, they will blow up in your face! The key is learning how to masterfully mollify the situation.
First, learn how to recognize an objection:
Objections are NOT observations.When a prospective buyer says, “The secondary bedrooms seem small,” he or she is not expressing disapproval or opposition, but rather merely making a statement. Don’t jump the gun. If these are objections, your prospects will let you know.
Objections are NOT excuses. “I left my checkbook at home” is an excuse. Your prospects are letting you know they are not ready to move forward with the purchase of a new home today. The best plan of action is to set a firm follow-up appointment.
Objections are NOT conditions. “I have a home to sell,” or “my credit needs some work,” are conditions (or obstacles) that prohibit your prospects from moving forward. This is your opportunity to provide your prospects with a solution and become the problem-solver. Perhaps you can recommend a broker or a preferred lender.
Then, refine you approach to working through the objection:
Step 1: Empathize. Showing empathy allows you to demonstrate to your prospect you are listening. Try using phrases like: “I understand what you are saying,” or “Thank you for sharing that with me.” Show the prospect you care about them and see the objection from their perspective.
Step 2: Clarify. If your prospect says, “I hate this kitchen,” ask, “What is it specifically that you don’t like?” This opens a dialogue, allowing you to help address and resolve the concerns.
Step 3: Offer a solution. Most sales people immediately jump to this step when overcoming objections. But, Steps 1 and 2 are critical in being able to get to Step 3. “Based on what you’ve told me I believe that we can resolve this by ….” Not all objections can be overcome, and it’s better to find this out quickly. If a specific floor plan or location is not going to work, you can show them other plans or home sites that better fit their needs.
Step 4: Confirm it is no longer an objection. Make sure that the “bomb” has been defused. You don’t want to get to the end of your presentation only to hear your prospect say, “You know, I love everything about the home, but I just can’t get over how much I hate the kitchen.” Early in the process, ask questions like, “Does that sounds like a solution that will work for you?”
As a new-home sales consultant, your job is to guide your buyers through the home buying process and offer your expertise along the way. Each objection you get is actually a buying signal leading you closer to the sale!