Ask... Don't Tell! -- OBJECTIONS... Can You Handle Them??

So imagine you're sitting in front of a prospective client (listing or buyer).  You've just told them all about the market, their homes value, the neighborhood, the town, the schools, the parks, the shopping and more.  Oh... and you told them about how fabulous you are as a Realtor.  You told them all about your experience and your awards and how great your company is and how your serve the community.  You TOLD them all of these great things.  Then, to your great surprise and your ultimate chagrin, they say, "Ok...  Well... thanks very much.  We have some more agents to interview and then we'll give you a call in the next few days."  Or something equally non-committal.

What are they really saying?  -- They are saying that they want you to leave now and that they are going to keep looking until they find an agent they are comfortable with.  So why does this happen (rest assured that it happens often to all kinds of salespeople)?

Well... what if you had done a consultation instead of a presentation?  What if you had asked them...

Ask - Don't tell.
Listen - Don't speak.

• Why are you selling?
• Why did you choose to make the move now?
• Where will you be moving?
• What is most important to you when you contemplate this process?
• Have you ever bought/sold a home before?
• What did you like the most about your experience?
• What did you like the least?
• What do you think your home is worth?
• If I could waive a magic wand and make this experience the best it could possibly be, what would that look like to you?

And here's the kicker... what if you had asked two or three more questions about each of the prospect's answers?  Wouldn't it tell them something about you?  Do you think they would realize that you actually care about their needs and their desires?  Look... you know you care about the client.  I know we all care about our clients.  But before you have had a chance to show them how much you care by working for them, THEY DON'T KNOW THAT YOU CARE.  In fact, they think you don't care about anything but your big fat check at closing.  Wouldn't this list of questions also tell you something about the prospect?  In fact it tells you everything you need to know about them to gain consensus and close the deal.  A properly executed three-deep consultation gives you the ammo you need to shoot down ANY objections that may come up.

What we are talking about here is the "Needs Analysis".  This is the foundation of all true relationship based sales.  The real power of the Needs Analysis is two-fold:

1. It deepens the relationship - almost immediately by demonstrating to them that you actually care about their needs.
2. The prospect's answers are your closing points - if you properly execute a three-deep analysis, your prospect will own the decision to work with you.  They'll think, "I'd have to be a fool to do business with anyone else."

In the next entry we will look at some common objections and the ways that a proper Needs Analysis will give you the information you need to over come them and close the deal.