By Bob Schultz
www.newhomespecialist.com

          Anytime a prospect offers resistance, it is great! Objections indicate interest. In the sales industry, objections are usually requests for more information, and they take five "hidden" forms:

FIRST, OBJECTIONS CAN BE A NEED FOR RATIONALIZATION.
          Sometimes an objection can be a cry for help. Deep down the prospect probably wants to be a bit more convinced that the investment is wise, safe and not extravagant. Price objections almost always fit into this "hidden" reason.

SECOND, THE PROSPECT MAY BE EXPRESSING A DESIRE FOR AMMUNITION AND SUPPORT.
          This objection centers on the need to get more support material to help convince others -family, associates and neighbors – who will question the investor’s decision.
          It is your job to give prospects more than enough "comeback" ammunition for their know-it-all friends, relatives or associates.

THIRD, OBJECTIONS ARE OFTEN A REQUEST FOR ASSURANCE.
          Any rational person wants to be absolutely certain that they are making the best decision – one they won’t regret.
          When they put up barriers, all they may be asking you to do is to go over the reasons again to convince them that they are making the right decision.

FOURTH, RAISING OBJECTIONS MAY BE A MATTER OF PRIDE.
          As a matter of pride the prospect may feel obligated to "deal" or stall. An objection, especially a lower-price challenge, is probably an attempt to "feel you out." Let’s face it, most prospects think, "What have I got to lose?" Your job is to focus on quality, helping the prospect understand that he or she is getting a great price for an even greater value.

FIFTH, THE PROSPECTS’ OBJECTION MAY BE AN ATTEMPT TO "BLOW SMOKE."
          Sometimes people just like hearing themselves talk. Other people make silly statements just too throw you off guard. "Blowing smoke" objections should be treated as seriously as other reasons. How do you know what is important to the prospect?
          You can never take objections at face value. You must search for the real message that is obscured by the turndown. When you take an objection literally and give up, you not only lose the sale, but you do a monumental disservice to your customer. If the prospect really needs and wants your product and you don’t close, some other salesperson will complete the transaction.

HANDLING OBJECTIONS
          Objections may come throughout your presentation, but they will usually explode as you move into the closing step. Consider these ideas with regard to a prospect’s objections:

          Be overly prepared to refute turndowns with an amazing variety of features, benefits and emotion-getting statements.

THE MILLION-DOLLAR LIST
          You should have a list of at least 10 features and benefits for your company, locations, amenities and product. You should learn this list through practice, drilling and rehearsal sessions.
          Compile a list of 20 specific objections. Use three groups of objections: the ones you have heard personally, the ones you are waiting to hear and the ones you would raise if you were the customer. You may want to brainstorm with others in your sales office. Get very specific.
          Develop planned answers to those objections. This may require research about your company, location, amenities or product. Often you will find there is more than one answer to the same objection. Strategize two or three different answers.
          Take that list of objections and answers, and put them in the order you feel they will be raised most frequently. Number them, and then memorize these objections and their answers. You will then be "unconsciously competent." If you are totally comfortable and prepared, you will never be caught off guard. This list may change as your market or location shifts, but the principle itself will stay intact.
          You may not be able to eliminate some objections but scripted answers will minimize them.
          Do not skip this step. Take the time to list your objections and answers. Prioritize and number them. Commit them to memory. This one step can be worth thousands in saved marginal sales.

MASTER THESE STEPS TO OVERCOME OBJECTIONS.
          When a prospect raises an objection, they mention it because they want to say something. Their words may or may not be significant.
          If someone raises an objection, even if you have the perfectly prepared answer, you may not want to immediately shoot down their objection with your gem.
          Just giving the answer itself is not always the best response.
          Think about the selling situation as a tennis match. Player A serves the ball to the other, which becomes the situation of the tennis game—the cause that starts the action. Player B, on the other side of the net, has to make an instinctive decision as to what to do, where to be and how to return the ball. When that happens, Player B pauses for a split-second, makes a decision and attempts to return the volley. If Player B hits it successfully, that "thunk" causes Player A to pause, decide and respond. The process will go back and forth until one of the players does not pause/decide/respond correctly. For lightning-quick Serena Williams or Andre Agassi, the procedure seems effortless and flowing. Although naturally gifted, both Williams and Agassi are incredibly wealthy because they have successfully returned zillions of volleys, first in practice and later under a worldwide spotlight.
          In sales, you must become the Serena Williams or Andre Agassi of objection-returning. Every time the prospect raises an objection, he or she is serving the "ball" to you. You must pause/decide/respond to return the volley. If you are successful, the prospect must do whatever he or she can to hit the "ball" back. Again, you pause/decide/respond. This goes on, as in a tennis match, until one of you misses the "ball."
          Become more prepared and proficient in this process. When you understand what is happening as it takes place, you can become a Pro-actor, not merely a Re-actor. Also, you will discover superconfidence and mental agility.
          Here are six basic steps for you to use in the objection process:

STEP 1: HEAR THE OBJECTION OUT.
          Far too many salespeople pounce on the turndown statement before the prospect gets the word out. Not only does this interrupt and irritate the customer, but also it makes you look pushy and unprofessional.
          Be calm. Listen with empathy and understanding. People like to hear themselves talk. Give them the opportunity to express their concerns and emotions without constant interruptions.

STEP 2: FEED IT BACK.
          This is a critical point! This strategy often helps the prospect answer their own objection as they hear it spoken back to them. Repeat the objection word for word, in an inquisitive fashion.
          Example: If you are selling a house and a prospect says, "The bedroom is too small," say, "The bedroom is too small?" Do it just like that.
          This step has four obvious benefits:

• It makes your prospect feel important.
• It verifies the objection.
• It gives you a microsecond pause before you respond. Be relaxed, and they will never know that your mind is whirring through your arsenal of answers.
• When you repeat their words, often the prospect will see the objection is superfluous. Your feedback may answer the question.

          Feeding the objection back works especially well as you deal with couples. Many times I have fed an objection back to the prospect, only to have the spouse answer the objection immediately and begin to close for me! It works. Also, often you can feed the objection back with good information: "Let me make sure I understand, Mr. Jones.
          Essentially, you say you really like everything about our product, but the color is not exactly what you’re looking for?" By feeding an overwhelming positive with the objection, you help the prospect put the entire picture in perspective.
          I have found that in 20 to 30 percent of the time, feeding the objection back will cause the objection to be answered. The secret is to practice feeding the objection back with warmth and sincerity, and with a slightly curious tone in your voice.
          If the objection is eliminated or sufficiently minimized by feeding it back, go into a close. Otherwise, if the objection persists, move into the third step.

STEP 3: QUESTION THE OBJECTION.
          Ask the prospect to elaborate. Use the line: "I’m curious," –or- "Can you elaborate on that?"
          Avoid any hint of sarcasm, impatience or condescension. Those emotions reveal that you are out of control, and you will probably lose the sale. Be serious and curious. Get to the basis of their objection. When the real message is revealed to them, they will remove it themselves. If not, while the prospect is answering your question, you will have a moment to prepare for the next volley.
          When the customer asks for something you cannot provide them or raises an objection you can’t change, feed their requests back, using extremes. Do not answer the questions directly with a "no." Find out how important their requests or objection are to them, i.e., "Is this critically important to you?"

STEP 4: ANSWER THE OBJECTION USING YOUR PRE-PLANNED RESPONSES.
          Let’s be honest—one of the reasons I have asked you to work as diligently on your features, benefits, objections and answers, is because I have never seen a perfect product.
          Don’t volunteer the information, but if a prospect raises a firm objection about one of your weak points, if you have studied painstakingly, you’ll have one or more answers already prepared.
          Don’t run from strong objections. Use them. Probe. I have found that you can uncover a gold mine of "hot buttons" in this step if you maintain control while showing sensitivity, warmth and empathy. Make a comparative advantage statement, "Mr. Jones, I can understand and appreciate that, but let me point this out…" Without admitting your weakness, you build your case with strong features and benefits.
          If your prospect accepts your answer, move to step five. If he or she raises the same objection, go back through steps one through four and pinpoint the exact problem. Then go to step five.

STEP 5: CONFIRM THE ANSWER.
          Don’t overcome the objection, then leave it hanging in mid-air. Even if you were completely clear in your mind, the prospect may not have heard or understood what you covered. After you answer the objection, confirm the fact with a concluding tie-down. Ask, "That’s the answer you were looking for, wasn’t it?" –or- "That makes sense, doesn’t it?"
          If the prospect doesn’t understand or agree, you are better off knowing right then. Why let the "unanswered" objection fester? If the prospect isn’t satisfied, redefine by going back through steps one through five before moving ahead. If the prospect nods or verbally agrees, move on immediately to the next step.

STEP 6: MOVE ON!
          If the objection has been answered satisfactorily, don’t wait around for it to come back to haunt you. Shift gears. Use transition words like, "Oh, by the way," "Would you follow me?" –or- "Wait until you see this!"

TWO CONDITIONS FOR LOSING A SALE
          Faced with objections and failure, the mediocre salesperson finds an excuse. Successful new home salespeople find a way! If you are going to serve your customers professionally, you must guide prospects through their uncharted waters by eliminating or minimizing objections. An objection should never stop the customer from buying a new home. Only a valid condition should stop a sale, and there are only two conditions that a true professional can accept. 1) No money and 2) no credit. Anything but these two conditions is an objection.

A FINAL NOTE
          Learn to love objections. Objections help your customers to become more involved, and more closings will come naturally, as you become proficient.
          Vince Lombardi was one of the most winning coaches in the history of the National Football League. Why? The Packers played five quarters during practices, not the normal four periods. The players were mentally prepared to outlast anybody. When the opposing team began wearing down, the Packers only got better.
          Be overly prepared to win the objections game. More than ever, you have to be willing to do the unexpected and extra, to join the ranks of highly paid professionals.