Objections are Directional Signs Leading You to the Close!
Buyer’s objections can often derail sales people and end up blowing up the sale. Objections CAN be deal breakers if not identified and overcome quickly.
The problem with objections is that most new home sales consultants view them as a negative. They don’t want to deal with them or, if they do, they just want to provide an immediate solution to the objection and move on. We have actually seen sales consultants IGNORE objections presented by their prospects. Obviously, this is not a good way to handle objections.
Objections are actually powerful selling signals which, when handled properly, actually lead the sales associate closer to the sale. The goal with handling objections is to flush them out early and respond in a calm, convincing way that neutralizes the prospect’s concern.
Below is the 4 step process that we recommend using each time you are presented with an objection.
STEP 1: Validate/Show Empathy – This lets your prospect know you have heard them and validated their point. ‘That’s a great observation!’, ‘I understand what you are saying’, ‘Thank you for pointing that out to me.’
STEP 2: Question/Clarify – This allows you to clarify exactly what they are objecting about. Believe it or not, many times there can be a miscommunication between what the prospect has said and what the sales consultant actually interprets. ‘So, tell me specifically what it is about the kitchen layout that isn’t working for you.’
STEP 3: Offer Solutions (if possible) – Not all objections will have a solution, but if there is one, this is the place to provide it. ‘Here are a couple of suggestions that may work for you.’
STEP 4: Confirm it is resolved or not a deal breaker – At this point you want to make sure that this objection is no longer going to persuade them regarding the purchase of the home. ‘So, do you think that idea will work for you regarding the kitchen layout?’
BONUS TIP: Another great way to handle objections is to ask the prospect at the beginning of your sales presentation to name their 3 MUST HAVES in their new home. This way, if you are presented with an objection during the model demonstration, IE. ‘These secondary bedrooms seem too small’, you can simply remind your prospect of what those three must haves were (assuming one wasn’t large secondary bedrooms!). This reminds the prospect to focus more on what they REALLY want in a new home and not get caught up in the smaller details.
5 Tips to Master Your Sales Presentation & Ace Your Next Video Shop!
As the Sales Coach and Trainer for Melinda Brody & Company, one of the nation’s premier video mystery shopping firms, I have watched thousands of video shops completed by new home sales professionals. Trust me when I tell you I have “seen it all”, the GOOD, the BAD, and the UGLY.
The highest scoring video shops always have one thing in common; they incorporate the following 5 strategies every time. So, here you have my five tips that will help you MASTER your sales presentation.
- You had me at Hello – Remember, you only get one chance to make a great first impression. How you meet and greet your prospects sets the stage for the entire presentation. Be sure to make them feel welcome!
- Stand up to greet them
- Shake their hand
- Use their names
- Introduce them to you, your builder, and your community
- Be enthusiastic! (and SMILE)
- Getting to know you – After the initial introduction, most sales people immediately launch in to a full dissertation about their community and their homes. (We call this Feature Dumping!) It is more important at this time to get to know your prospects, discovery their wants and needs, ask questions….and LISTEN. Here’s what you need to know:
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- Current living and $$ financial situation
- Information about the family
- Occupation
- Lifestyle – Hobbies – Recreation
- Dreams for the new space
- Discover their WHY
- What’s Important to you? This my favorite question to ask during the sales presentation because if you ask it…..your prospects will tell you everything you need to know to sell them a home! You need to sell your prospects three things….a Home, a Community, and a Home site. So, doesn’t it make sense to ask them what’s important to THEM? If they tell you a 1 story open floor plan with a formal dining room, in a community with a clubhouse, on a conservation home site is important to them, then that’s what you know you need to show them!
- Your Brand – Chances are your prospects are looking at multiple home builders before making their final decision. So, it’s your job to be a brand ambassador and create a compelling builder’s story! What is your builder’s USP (Unique Selling Proposition)? This sets you apart from the competition. Ask your prospects if they have ever built a new home before. If they answer yes, ask them what they liked and/or disliked about the experience. This simple question will provide you with their ‘hot buttons’ when it comes to talking about your builder.
- Overcome Objections – Chances are that you will be presented with objections from your prospects during your presentation. This is a GOOD thing! Your prospects are looking to you to help them solve the problem, or in other words, overcome the objection. When you are faced with an objection, follow these four simple steps:
- Show Empathy – “I can certainly appreciate and understand that.”
- Clarify – “Tell me more about that”, “What is it specifically you dislike about the kitchen?”
- Offer Solutions – “I have an idea that might work for you”
- Confirm – “Will that work for you?”
When you master these 5 tips/techniques, you will become more comfortable asking for the sale because you have earned the right to ask. Remember, closing is not pushy, annoying, or obnoxious. If you do everything leading up to the close – build rapport, qualify/discovery, tell your builder’s story, overcome objections….you will have earned the right to ask!
If you don’t ask….the answer is always NO.
