A wise man once stated, if no one asks any questions or expresses any concerns, it probably means, nobody is listening! Why, then, does it seem, so many real estate professionals, seem to be wary of (or, even, fearful), of receiving any types of challenges, questions, and/ or objections? Once an agent, begins with the attitude that any responses received, are good and positive, and combines that with the combination of good training and techniques, combined with self – confidence, this fact, should become obvious, and, even, fun! For four decades, in a variety of different industries and occupations, as well as in the personal development seminars, I have conducted, I have presented, what I refer to, as, The 5 steps for answering, and successfully overcoming, any objection. This article, will, however, focus predominantly, on the 5 Steps for Handling and Overcoming Questions and Concerns.
1. Step One: Repeat the Question: Before you rush to be defensive, or to respond, based on what you believe of feel, the potential client, is asking, repeat the question clearly, in order to be certain, you are responding to what the other person is concerned about. A simple way to do this, is simply by saying something like, In other words, you’re concerned about the commission, or So, you want to know, why you should choose me as your agent? Before continuing, however, wait until there is some positive acknowledgment, you have nailed the right concern, on the head! I called this using the ZTL (or zip the lip) approach, meaning don’t continue until you;ve gotten a response. A paramount rule of selling, is, the person who speaks next, often loses! Then, and only then, continue to Step Two.
2. Step Two: Empathy: Being empathetic is far different from saying you understand or sowing sympathy! Rather, it is how you will indicate, you truly can see things, from the client’s perspective. One recommended set of wordings, might be, I can perfectly understand how you feel. In fact, I felt that way, and so do most people I speak to, until they realized a few things. Now, seamlessly, continue to Step Three.
3. Step Three: Answer: You must be prepared, and ready to answer the question, fully, and to the satisfaction, of the other party! Do so slowly, with passion, and, clearly address and answer the concern, question and/ or objection! Be certain to make eye – contact, and attempt to elicit some positive acknowledgment, etc.
4. Step Four: Recreate the need: Hopefully, you’ve done a great job on the first three steps, but unless you perform these last two steps, well and convincingly, you’ve achieved very little! Recreating the need, can often be done, as simply as saying, In light of everything we’ve discussed, and your needs, concerns, and questions, have been addressed…
5. Step Five: Close: Are you merely a presenter, or are you a closer? There’s no deal, unless you close the deal! After completely step four, one’s closing statement, can be as simple as, Doesn’t it make sense, to take care of the paperwork, and move you closer, to your objective, of selling your home, for the best possible, available price, in the shortest period of time, with the least amount of hassle? Doesn’t it? Then remember, and adhere to the principles and discipline of ZTL!
A real estate agent is in the business of marketing and selling homes, professionally! How can you do so, if you can’t answer the questions, concerns and objections, of potential clients?