Issue link: https://read.dmtmag.com/i/133786
SALES MANAGEMENT Handling Objections #3 BY GRAYSON SCHWEPFINGER This is the third and last article covering how to handle objections. It will continue with some more random answers. "Laurie, I don't have to tell you that loving something is by its very nature an emotion that requires some sacrifices. I know this home is about $10 more per month than you were planning on, but aren't you and your family worth it?" "Todd and Laurie, we have gone over all the problems you are having with your present home. I don't think we will have to rehash them. I do feel, however, the important thing is that this home is a giant step toward solving these problems and will provide the lifestyle you want for your family. Please, look over this agreement and give me your okay right here." "Todd, I don't want to appear to be pressuring you. But if you knew how hard homes are to get, you could appreciate my concern about your making a decision to invest in this home today." "It will be months before we or anyone could replace this model. You know you don't have to wait that long. Let's protect delivery for you." "Laurie, I know you were concerned about what happens if anything goes wrong. Let me remind you of how we guarantee you will be satisfied with us and the home." (Review with them all of the information that you outlined earlier in the company story.) "Todd, I know you and Laurie want the home. But I can tell you have some thinking and figuring you want to do. Todd, here is some paper and a pencil. I'm going to keep quiet while you reason things out. The next one that talks will be you." (At this point shut up and wait for he prospect to respond!) "Todd, frankly I'm at a loss on what else I can say. Tell me what must I do to have you JUNE 2013 28 THE JOURNAL agree to this offer today?" "Todd and Laurie, how many times have you agonized over a decision like this in the past? Then when you finally made up your mind, one of you turns to the other one and said they are so glad that's over with. That is exactly how you are going to feel about this decision. Why don't we prove it? I'm going to write up the agreement while you make out the good faith deposit check. After you OK both of them I'm going to let you hold them. If you can honestly tell me you don't think it was the right decision we will tear both of them up." (This works because you are not asking for a commitment, you are only asking for them see how it feels. I can't remember ever using this that it didn't work.) "Which one of you hates paperwork the most? You do, Todd? Well Laurie, why don't you start filling out this credit application while Todd and I get the numbers on the agreement?" "I know how easy it is to feel a little scared. I was also when I bought my first home. Believe me, you are going to feel a lot better after you say yes and make your deposit. You'll feel better because you both know this is the right choice for your family. Just make your check out to and relax." "Todd, you just have to look at Laurie to know she wants it. But it's not fair to ask her to make that decision alone. Laurie, if Todd says okay, you would love to own this, wouldn't you?" (When she says yes, go for an order blank close by saying), "Great let's make this home yours right now!" (If she says no, ask her why she doesn't want the home.) If you have done the interview properly, at the close on a new home, you should never hear that the home is too expensive as a meaningful objection. You would not demonstrate a home that was too expensive. This is either an excuse for not buying today or an attempt to get a discount. Try any or all of the following answers. "Todd and Laurie, suppose this home is a little more than you had planned. What is the most it costs you? A few dollars right? Now suppose you decided to save that few dollars and bought a cheaper home only to find out it didn't fit your family's needs. Then it costs you everything, right? I don't think it makes sense to risk everything over just a little and I don't think you and Laurie do either." "Todd and Laurie, I could sell you a home for a cheaper price, but in order to do it, I would have to cheat your family out of a lot of value. Value like…" Go over feature/benefit items they indicated they liked. If you feel you must offer a discount then at least make it as little as possible. Ask, "I'm certainly am not going to let a hundred dollars, or so discount stand in the way of you owning this home. What did you have in mind?" After answering any objection, or trying any closing technique, you should immediately go to the factory price sheet or order blank close! After all, there is no use answering the objection and then lose the sale because you didn't ask for the order! Until next month – GOOD SELLING! T J Grayson Schwepfinger is a nationally known speaker and member of the manufactured housing Hall of Fame. He specializes in sales and sales management training and can be reached for comments or more information at his e-mail schwep1@aol.com or his phone 610 533 4969. And his Website – graysonschwepfinger.com.