Sales Objections: Dealing With Buyer Concerns

It doesn’t matter what product you’re selling or who your buyer is, there is always a universal concern over quality. We’re going to talk about sales objections that specifically look at quality concerns. 

Today I’m talking specifically to salespeople who sell brand new homes, but the conversation is going to be appropriate for everyone. If you sell new homes, you’re dealing with a customer who is about to make one of the most important decisions of their entire lifetime.

In fact, this might be the only time ever that they purchase a brand new home. So, this is a purchase decision that’s highly emotional with huge ramifications. Now, think about that from the customer’s viewpoint. It’s not at all unreasonable for them to want perfection. If we add on to that, the idea is that everyone has an opinion on the product and the way that the product should be built and constructed.

That just layers on concerns that your customer is going to bring to you because they’ve likely never had a brand new home built for them in the past. They’re somewhat ignorant as to how this entire process works. Oh, and let’s add one other thing. This is one of the only products out there where you can actually see the product being built.

Think about it. You don’t know what it looks like when they’re making your golf clubs or when they’re constructing your frying pans. But your customer gets to see exactly what’s going on at every stage in the construction process of their home.

So, what do we do about that? How do we make sure we are appropriately addressing any of your buyer’s concerns about quality?


You want to preempt concerns with education. You want to make sure that early in the process, even before the time that a contract is written, you’ve given your customer a very clear education on how a home is built.

The fact is that homes are built outdoors. The fact that it’s going to get dirty as we go through the process. The fact that there are literally hundreds of people who will have a piece in this by the time we’re done. The fact that things will go wrong, that windows will break during the process, that somebody will spill some paint. These things are going to happen, but we want to address them upfront.


Impress upon the buyer that the construction team cares. Oftentimes, buyers look at the construction personnel with a certain derision. There’s the idea of people who are just sort of grumpy with bad interpersonal skills, who just want to get the house built and don’t really care whether it’s built well. So, your endorsement of your construction team is going to go a long way toward easing that perception, that bias, and that customer concern. You want to think early on about promoting the quality of the home by promoting the people who build the home.

Simply put, the more of a personal connection that a customer feels with a builder the less likely it is if they’re going to look for quality concerns.


Address any issues that do come up very, very quickly. The problem in most buyers’ minds is not that something went wrong with the construction of their home. Their problem is when the issue is not addressed or not addressed promptly.

Now, that doesn’t mean that everything has to be fixed right away. However, the plan has to be in place right away and the communication of that plan must be very quickly delivered to the customer. The longer an issue sits there without being addressed, without giving the customer a plan, the more cause for concern that that customer has.

That’s when the trust begins to erode. Then they start looking for other issues along the way. But you can’t let that happen. So, address those issues quickly. Buyer concerns about quality should be absolutely expected this is what we call normal. But when you do this right, you can reduce those concerns and leave your customer with a beautiful and enjoyable experience.

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About the Author: Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.