In sales, the word objection can feel like rejection. It is easy to become so passionate about what you are selling that you feel rejected when your prospect presents you with an objection. However, objections aren’t a bad thing.
If your prospect raises an objection, it usually means he is interested. He is giving you a chance to respond, because he wants to live at your community.
The trick to overcoming objections is preparation. You never want to be caught off guard, because any fumbling could cause your prospect to lose trust in you. When you are prepared for objections, you are able to overcome them before they even appear. Observe your prospect’s’ body language, know your product and competition inside out, and you will easily answer questions through casual, comfortable conversation.
Now let’s dive into the process in overcoming prospect objections.
When a prospect has an objection, avoid getting defensive. Give him a chance to fully explain his concerns without cutting him off or tuning him out. If you listen carefully, you can pick up on valuable clues that can help you overcome his objections and will even give you an opportunity to upsell other features that solve his problems.
Once you’ve listened to your prospect, take a moment to repeat a summary of what was shared. This shows him that you listened and care. This will also give your prospect a chance to clarify if there was a misunderstanding.
Explore the Reasoning.
After listening and reiterating, you may learn that the prospect’s first objection isn’t his real concern. For example, he might have shared one objection because he didn’t want to admit that he’s concerned about his budget. Before you begin overcoming an objection, ask exploratory questions to draw the prospect out a bit.
By now you’ve had a chance to get to know your prospect and what is holding him back from making a decision. This is your time to overcome his objection. Be credible and present him with hard facts that back up you and your community. During this time, it is important to be respectful and professional. Make sure you are relating to him and his concerns, and don’t be presumptuous. Remember: he is leasing with you.
Going into any sales process, it is important to remember that an objection is a sign of interest. It is an opportunity for you to get to know your prospect better and identify his needs. Use the objection as a way to build his trust and your credibility. Objections will help you alter your sales pitch in order to resolve any future doubts or concerns and will ultimately help you close the sale. Use objections to your advantage.
Misty Sanford, Founder
North of Creative