Posted on Thu, Jan 12, 2012 6:19 AM by Craig L Proctor
Every one of us has come face-to-face at some time or another with the stubborn reality of today's consumers: skepticism.
After decades of being misled and lied to by silver-tongued marketers, today’s consumers have their radar finely tuned to the scam or catch of every marketing pitch, and the real estate industry is no exception. As honest and hardworking as we are, we've all been faced with prospect objections which hijack our presentations both over-the-phone and face-to-face.
The reality is, though, that if you were to speak to any sales professional in any sales profession, they would tell you that objections are, in fact, a normal part of the process towards getting to a successful sale. You see, when a potential client has an objection, it just means they are not convinced they should use your service or buy from you. Which means you have not given him or her a compelling enough reason to use you.
You've probably heard me talk about WIFM – the notion that every prospect is tuned into the same radio station (WIFM or "What’s in it for me"). This WIFM is what every single one of your prospects is listening for: How will this benefit me? Why should I meet with this agent? Why should I sign this contract? Is there any benefit to me to move forward here? You need to have a strategy for how to answer objections when they occur, and your answers must flow with confidence.
The key to this is that when you get an objection, you need to answer it with a compelling reason to do business with you. That doesn't mean you gloss over or ignore their objection. What it means is that you listen carefully for what they're REALLY asking you, and find the answer that will help them understand how you can help them with the problem they're having.
The better you are at handling objections, the more appointments you'll have. The more appointments you have, the more sales you'll make. The more sales you make, the more money you'll earn – that’s pretty simple math.
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