Overcoming Sales Objections

A new sales manager recently came to me to ask for advice in regard to a tough sales objection: A cell phone tower had just gone up in one of her premiere new home communities, causing some prospective clients to balk. To make matters worse, the local news had done an exposé on how terrible the tower is for the community.

Overcoming sales objections can be challenging. I get it. An important fact to remember is that if a buyer is discussing an objection with you, then it is not a deal-breaker, it is a deal pauser! If a prospective buyer is still considering purchasing a home, then they are motivated to discuss objections with a salesperson. The fact that customers bring up problems means they are, in fact, still in the market.

With the “deal pauser” fact firmly planted in your mind, here is a step-by-step guide for overcoming sales objections.

Overcoming Sales Objections in Four Steps

Step 1: When a buyer brings up an objection, listen with your whole self. Do not flinch, scrunch your face, wince, or otherwise use body language to communicate your frustration. Reply with “I’m glad you brought that up…” or “thanks for asking…” Use words and gestures that communicate you are not afraid to talk with them about their concern. Actions are louder than words, so make sure your actions match your words.

Step 2: Ask for more information. Use a phrase such as, “What is your main concern with that?” or “Please tell me more about what is causing your concern.” The biggest mistake we make when handling objections is proposing solutions before we fully understand the customer’s concern. In regard to cell towers, a customer’s worry could be anything from ‘they are ugly’ to ‘they cause cancer’ to ‘they will hurt resale value.’ Resist the temptation to speak to the problem until you know exactly what it is!

Step 3: After fully listening to a buyer, without interrupting, confirm your understanding of what they have said: “Okay, I think I understand what your main concern is [repeat what you heard them say]…did I get that right?” (The amount of pressure this step alone relieves in customers is almost immeasurable.)

Step 4: At this point, you are equipped to offer some sort of solution, which might be more simple and straightforward than you or your customer imagined. Let your customer know what your action plan is in regard to their concerns. Be clear about what you are going to do and when they will next hear from you. This kind of attention and clarity from you, the salesperson, decreases customer stress more than you might imagine.

If you have been in sales for longer than a day, you know that buyer objections are the norm.

It is our job to listen, clarify, and provide solutions. When customers feel truly heard, they are freed up to make good decisions for themselves and their families.

Handle the tough sales objections with patience and care, and you will change someone’s world!


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About the Author: Amy O'Connor

Amy O’Connor brings a decade’s worth of industry experience and knowledge to her impactful and enlightening seminars. Working hand-in-hand with a majority of the top ten homebuilders in North America — as well as private and regional builders — Amy offers a wealth of real-world expertise managing, coaching and motivating new home sales professionals. Learn more at jeffshore.com and follow Amy on Twitter.