The One Question Behind Every Seller’s Objection

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SUMMARY

When a prospective seller throws an objection at you, it means THEY WANT TO WORK WITH YOU! There are not trying to attack you or destroy you.

They are begging you to be different than the average, incompetent agents they’ve seen. They are looking for someone that makes them feel safe…that they are in good hands when they list with you. They just don’t know how to tell, so they challenge you with questions and objections. But behind every objection is only ONE real question.

THEIR REAL QUESTION: Are you the best agent to give me the best results?

THE ANSWER: What do they need to answer the question? Confidence. That’s it. That’s all they want. They need to feel confidence in you and your commitment and ability to deliver the best results for them.

Where do they get that confidence? Primarily from YOU. They get it in the you communicate. They feel it in the way you show up…your preparation, your physicality, your tonality, your human connectivity. When you do what you say you’re going to do and show up when you say you are going to, their confidence in your grows.

Objections are not personal assaults. They are sellers’ way of identifying who they can trust to deliver the results. When you show up with that authentic confidence you can always expect yes.

 

FULL TRANSCRIPT

Hi there, it’s Kevin Ward, the founder of YesMaster’s Real Estate Success Training, and the author of the number one bestselling book The Book of YES: The Ultimate Real Estate Agent Conversation Guide. This book is full of the best objection handlers on the planet. In today’s video, I want to talk about the one, the one objection handler that will answer the one question behind every seller objection. There is one universal objection handler that when you master this one, you have mastered 90% of all of the other objection handlers combined.

See, one of the things that happens is, is that as real estate agents we are terrified of objections. It’s kind of like,everything goes along great, I’m hoping they like me, I’m hoping everything’s going great, and then all of a sudden, “Bam!” the objection comes. Or sometimes that’s how people just front the conversation, is they just start- It’s kind of like a slug fest. They just start throwing objections at you and it just feels like you’re just dodging and trying to block and trying to keep the objections from knocking you out. Agents, in general, are terrified of objections. It’s kind of like, “Oh no, duck. I have an objection? What am I going to do?”

That terror is one of your greatest enemies. It is that lack of preparedness, or that fear of objections. Because here is the absolute reality, when a perspective seller throws you an objection- When a perspective seller, a prospect, a lead, whenever they throw an objection at you, it’s the best thing that could happen. Here’s what it’s telling you, it’s telling you that they actually are interested in working with you. You see, if they weren’t interested, if they didn’t want a great agent, if they didn’t want an agent at all and you call them, you knock on their door, you start a conversation with them, they’re not going to start throwing objections at you.

The moment a seller throws you an objection, here’s how I want you to emotionally react. From now on, this is the shift that you need to make. You need to understand this, the moment a seller throws you an objection like:

“How long have you been selling real estate? How many homes have you sold in my neighborhood? Where were you when my house was on the market? What are you going to do different than all the other agents?”

The moment they ask one of those questions, your response should be, “Yes, they want to work with me!” Because if they didn’t want to work with you, they wouldn’t throw out the objection.

You see, what’s happening is, is when you’re prospecting, or you’re talking to someone and they throw an objection at you, what they are doing is they are begging you to be the answer to their problem, which is they need to sell their house. If they’re an expired listing and they’ve been hammered by agents, or they’ve been hammered by agents, whether they’re an expired listing and their previous agent failed, then they go like, “Well, what are you going to do different?”

They’re begging you to be different than all the other agents. They’re begging you to be the answer that they’ve been looking for and that is that you are the agent that they can count on. They’re begging you to be an agent that can deliver the results they need. They’re begging you to be the agent that they can feel safe and that they know if they trust you to sell their house, that they’re in good hands. That’s what they want to know!

When they ask an objection, when they throw an objection at you, when they ask you a question, it’s not an attack on you. It’s a test. It’s a test to see are you going to be able to help me or not.

Here it is. Here is the one question behind every seller’s objection, because here’s the deal. Whenever a seller says, “How long have you been selling real estate?” They don’t care how long you’ve been selling real estate. “How many homes have you sold in my neighborhood?” They don’t care about that either. “What are you going to do different than all the other agents?” They don’t care how you’re different. They have one question behind all those objections. They just don’t know how to ask this question.

Here it is. But when you understand the one question behind every objection, it’s going to give you the answer of how to deal with it. Here’s the one question behind every objection. This is what they want to know. Are you the best agent to get me the best result? That’s all they want to know. Are you the best agent to get me the best result? I just want to know if you’re the one that I can count on. Are you the one I can trust? Are you the one that if I entrust you with this, that you’re not going to hurt me? I’m not going to be stuck in a listing agreement. I’m not going to be stuck with a bad agent. That I know that whenever I hire you, you’re going to help me get the best results. You’re going to help me get my home sold for the most amount of money in the best amount of time with the least amount of hassle. That is all they care about. That’s all they care about.

When they ask, “What are you going to do to market my home?” Here’s all they care about. Can you deliver me the best results? That’s what they want to know. “Will you cut your commission?” What they’re saying is, “I want the best result. How are you going to get me the best result?”

Every single seller objection has one question behind it. It’s this one. The moment that this question, are you the best agent to get me the best result is answered, the moment it’s answered it’s game over and the listing is yours.

Would you like to know the answer? Here is the answer to that objection. What they must feel, what they must have in you, before they will every hire you, is this and this is the answer in one word. The answer is confidence. That’s the answer to their question. Are you the best agent to get me the best result? The moment they feel confident that you are that best agent, then it’s over. It’s your listing.

How do they get that confidence? More than anything else, this is where they do get the answer, they get the answer from you guessed it, You. That means from your confidence. They get that answer from how you show up. They get that answer from the look in your eye, your presence. The way you show up. By your body language. They get it from your physicality. They get it from your tonality. They get it from whether or not you can look them in the eye. They get it from whether or not you do what you say you’re going to do, whether you show up on time or not. They get it from how prepared you are, from your preparation.

When you show up, whether it’s on the phone or in their living room, and they ask you a question or just by the way you move and by the way you lead the conversation, do you know what you’re doing or not? That’s the one thing they’re looking for, is do we feel confident that you know what you’re doing and you can get us the best results. When they feel that confidence, it’s your listing. They feel that confidence from you. What’s going to make them be confident? The fact that you’re confident. If they throw an objection at you and you freak out, your response is the deer in the headlights look because you’re not prepared, because you’re not confident, then they don’t have confidence. They’ll go, “Wow. She doesn’t feel confident so I don’t really feel confident. He doesn’t act like he knows what he’s doing so I don’t feel like he knows what he’s doing.” That preparation, the way you show up.

Another element is your human connectivity. Do you connect with them at a personal level? In other words, do you have that sense of you’re here for them or are you here for you? They need to feel confident that you’re the best agent that will get them the best results. They don’t care about the flashiest agent. They don’t even care about the top producer. What they care about is the best to get them the best results. It’s about helping them get what they want, not about you getting what you want.

Whenever you approach an objection from this perspective of it’s not, “Oh, no. How do I hammer down the objection? How do I bust up the objection?” It’s, “How do I make them feel confident that I can deliver them the best result.” Slick objection handlers, especially, the BS ones, all that does is actually make them trust you less. When you start using bogus statistics or you’re trying to put this bogus pressure on them or anything like, just the BS conversations, it makes them go like, “I don’t feel safe. I don’t know that you can get me the best results. Now you may be good at handling my objections and shutting me down, but do I feel safe that you’re going to deliver me the best results?”

We are afraid of rejections but you have to understand, objections are not an assault on you. They are simply a test to find out are you the best agent that can get me the best result. That’s the answer, is you being able to make them feel and know that you’re the best agent that can get them the best result. When you do that, it is a whole different game. You’ll love listings because you can always expect “Yes.”

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The 3 Magic Words to Get More Listing Appointments

This approach works in almost any situation with any type of lead whether it’s a Seller or a Buyer. It is especially powerful at breaking through the initial resistance with FSBO’s and EXPIRED LISTINGS.

Your information will not be shared with any third party

The 3 Magic Words to Get More Listing Appointments

This approach works in almost any situation with any type of lead whether it’s a Seller or a Buyer. It is especially powerful at breaking through the initial resistance with FSBO’s and EXPIRED LISTINGS.

Your information will not be shared with any third party