Objections -- Can You Handle Them? Part 2 (The Bullets)

In part one of "Handling Objections" we talked about some specific questions that should be part of any comprehensive needs analysis.  When you drill down three-deep, meaning that you ask two more questions about the answer to the first question, you will discover two things:

1. You will listen much better - In order to ask more questions about an answer, you actually have to listen to that answer.  This was tough for me when I first adopted the needs analysis as the basis for my listing presentation.  I had been so used to talking, making statements and holding forth in my appointments that, even when I did ask a question, I was immediately so busy formulating my next brilliant statement, that I never really heard the answer.  Sound familiar?
2. You get bullets - If you want to be an effective closer you need to be armed to the teeth.  The answers to the needs analysis questions are your ammo.  They are the bullets for your objection gun.

Here is an example of how this works:

You - So Sally, are there any questions that you have for me before we move forward?
Sally - Not right now. I think we pretty much covered everything.
You - Outstanding.  Let's just approve the agreement and we can get started.
Sally - Well... I need to think about it for a while.  I really want to talk to some other agents
You - Of course. I understand completely.  Let me ask you something.
Sally - Sure
You - When I asked why you were thinking about selling now, you told me that you could no longer make the payments, that you had missed two already, the bank was calling all the time, and that you really wanted to avoid a foreclosure.  Is that right?
Sally - Uh huh.
You - Was there any other reason that you want to sell now that we didn't touch on?
Sally - I don't think so.
You - Remember where I showed you the short sale time table in the presentation and we discussed the amount of time necessary to put together a complete package for your lender?
Sally - Yeah.
You - If you hired me to sell your home and your home went to auction before we had a complete package with an offer for your lender, how would you feel?
Sally - Terrible... sad... angry... I don't know.
You - So can you see now how important it is to get this approved so that we can get started right away?

This is the true power of the needs analysis and the consultative interview versus the old-school "Listing Presentation".  In the "Old School" listing presentation where you puke all over the prospect with statements you think will prove how knowledgeable you are and how effective you would be, you would need real bullets in a real gun to get Sally to sign the listing.  But with the needs analysis and a consultative approach, you ask questions that lead Sally to the understanding that she needs to sign... and that, SHE WOULD BE A FOOL TO DO BUSINESS WITH ANYONE ELSE!