After working with thousands of agents, it is obvious to me that most agents have memorized a few objection handling scripts but haven't created a pattern to respond to objections. When you watch a great golfer prepare for a shot, they have a pattern or pre-shot routine they follow before they make a swing. There is a six step pattern that will create your success if you us it repeatedly.

This is the pattern of a Champion

1. Pause

Take the time to take a breath before you answer. It ensures that you have listened properly; that the client had completed his thought. It keeps you from interrupting.

In the pause, you could also re-state the objection to buy yourself additional time. Buying yourself a little time to think is good. It also gives the buyer time to think. I have had situations where, during the pause, the client answered the objection themselves, or the spouse answered it for them. I am not too proud to accept help from a spouse or significant other to sell to someone. They know the person's objections and know how to overcome them better than I do!

If I re-stated the objection incorrectly, the prospect will correct me, as well. It ensures that I am really addressing the right objection.

2. Acknowledge

This means recognizing there is an issue or concern here. I did not say that you agree. That is completely different than thanking them for bringing it up or thanking them for the question or acknowledging their concern. To say to them, "I see what you mean, or I understand what you are saying," only acknowledges it. It's a great technique. We are not there to say they are right, unless they are right. You might also praise the prospect by saying, "That's a really good question."

Acknowledgement is a great technique to use when the timing of the objection is wrong. For example, if they ask you about commission before you have gotten to that place in your presentation where you discuss your fees, you could say, "That's a great question; may I answer that later in my presentation after we discuss my services please?" or "I understand what you are saying; I have a flow to my presentation that works well for my clients. Would it be okay if I answer your concern when I talk about marketing? My clients have really felt that discussion links in well with your question." The truth is once you acknowledge and delay the discussion it rarely comes back up again. You have, in effect, hurdled the objection that was asked too early through acknowledgement, delaying it, and ignoring it.

3. Explore

We need to explore their frame of mind. Why are they feeling or thinking the way they are? What is causing their concern?

We need to probe. "Tell me more about it" or "Why do you feel that way?" are two excellent phrases to use in exploring your prospect's views.

4. Isolate

This is the one technique that separates the good agents from the Champion Agents. Most of us jump right into our verbal Judo we have been taught by some broker, trainer, etc. Isolation is the skill that separates Champion Sales Performers from everyone else. It is the access point to get to the bottom-line objection. It creates access to the real reason, concern, or hesitation of the prospect

Some prospects don't want to release the real objection because they know it's their last defense mechanism. Isolation helps you avoid the "I want to think it over" objection that some people use as a last resort. Since an objection is a request for more information, isolation defines the information they need. If we don't isolate, the prospect will drudge up more and more objections once you answered the first one well. You will put yourself in a cycle that will lead to "I want to think it over".

Most agents are afraid to probe in the isolation stage because they are scared of losing the sale. The truth is we don't have the sale, so we can't lose it. When we are scared to isolate, it's because we can't afford to lose this potential sale. That's because we don't have enough appointments because we don't have enough leads. We don't have enough leads because we don't prospect enough. It's a vicious cycle we can get ourselves into. Probing to determine the extent of their hesitation to proceed forward will not cause the client to be offended, as many agents believe. Is asking the prospect the only reason holding you back, or is there any other reason you can think of that causes you a concern? Non-champion agents often feel this will cause more objections, which is not true. It just brings out the ones that are already there right now, so you can respond to them.

5. Answer

Once you have isolated the objection or objections and there are no other concerns, you have something to work with. You have an end in sight. If you have the proper answers, you will be able to close and get a contract signed. Your answers need to be delivered with power and conviction and be focused on the benefits for your clients.

There are lots of good scripts out there for the major objections. If you need some, I would suggest our Objection Handling CD series with flash cards and printable workbook to help you master this area. There is even a CD in this series that you can play on your way to your appointments that prepares you for the most common objections and prepares you mentally for the appointment. For whatever source you desire, you need to have professionally crafted responses to objections.

6. Close

A closing is really the final culmination of a great presentation. That is also true when you are objection handling with a prospect. You want to close them through your conviction and belief in your solution; that, because of your experience, this is the right path that will ensure their complete satisfaction. You can also do a simple summation close. Simply sum up the benefits of doing business with you and ask them to take action now.

The two reasons I was really effective in objection handling were, first, my ability to close, based on my belief in myself. That belief was there even in the early stages of my career when the numbers and track record weren't there. Second was my preparation. I asked the right questions before the presentation and prepared and practiced before I got to the selling moment with a prospect. Objection handling is about mental toughness, preparation, and practice. A Champion Agent acknowledges objections as part of selling. Without objections, there would be no sale.

Published: April 15, 2011

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.