A little bit ago I posted a blog called Secrets to Objection Handling, in which I listed seven secrets.
To review, they are:
1. Realize that objections come from people who are considering using your service.
2. Get some objection handlers (I know of a really cool book called Now What Do I Say? with over 425 of them).
3. Practice, practice practice your objection handlers.
4. Understand your client’s point of view, don’t argue with them.
5. Don’t take objections personally.
6. Don’t handle objections over the phone unless doing so leads directly to getting the appointment.
7. Always close at the end of handling an objection.
So, now it’s time to give you a few more secrets to objection handling.
1. Be ready for objections; prepare to get them – Objections are a natural part of the sales process, and they’re pretty much the same day in and day out in your sales career. So, since you’re going to get objections anyway, and you’re going to be practicing handling them (right???), why not expect to get them and be ready for them?
The alternative is to wing all of your presentations and be completely surprised when someone asks you to cut your commission, or list the house high and negotiate later, etc.
When I sold, it used to confuse the heck out of me when a colleague would tell me about a listing that he/she didn’t get (or took for a lower commission or much higher price) because of an objection.
I couldn’t understand how they could do all the work they did…I mean, I saw them prepare for the appointment, they did the CMA, some even asked pre-qualifying questions, and what not…and yet not be prepared for the seller throwing out an objection or two. Actually, it was quite the opposite of preparation…they were always thrown off when a seller objected. It was as if they’d never heard the objection before, and they simply didn’t know what to say.
2. Pause for station identification – It’s not a race to the finish line. You don’t have to get your objection handler in immediately after the client has spoken. Take a breath. Pause. Collect your thoughts. Relax. You’re the professional. It’s in the pause that the magic happens.
If you pause, you project confidence and professionalism. And when you pause, you will typically come up with a good response to the objection you were just given. It’s a win-win for you.
You don’t have to impress people with how smart you are and how fast you can fire off your objection handlers. Besides, when you’re trying to rapid fire your answers, that comes across as panicky and over aggressive…two traits that are pretty much the opposite of confidence and professionalism.
3. Have an intention, know where you’re going -This is one of the biggest stumbling blocks to handling objections. When my partner Christy Crouch and I lead our tele-courses, many times a participant will have trouble constructing a handler on the call. Usually what happens is they didn’t really know where they were going, or why they were coming up with the handler in the first place. They started with a language pattern that sounded good, yet weren’t thinking about the outcome.
The purpose of handling objections is to lead to an appointment, a signed contract, a pending deal, or to keep a deal together. So, if a client objects, you need to figure out where you want to go when handling the objection. What’s the ultimate goal?
It’s like the difference between going somewhere with or without directions.
4. Don’t be attached to the outcome – This phrase is thrown around all the time in sales. It is one of the most significant pieces of advice you could ever heed, yet is probably the toughest to do. It is definitely easier said than done, and it’s a lot easier to not be attached when you have lots of business than when you don’t. So, you really have to work to fake it before you make it.
When you are attached to the commission check (that’s the ultimate outcome), it comes through to the client, and it affects everything you say and how you think, act and be with them.
It’s also why handling objections seems so hard in the first place to most people. They’re afraid that if they say the wrong thing, they’ll lose the deal.
Honestly, there are times when simply being unattached and saying nothing will handle the objection than anything you can say, but I won’t go into that now.
The easiest way to be unattached is to go out and get more leads on a consistent basis. If you have more business in your back pocket, you’ll be less likely to worry about one client’s objections. You’ll be confident and professional…which is what that client was looking for in the first place!