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Don't Overcome Objections, Address Customer Concerns
BuilderRadio Interviews Robert August, S. Robert August Co.  Greenwood Village, CO
 
How much of your sales training has been focused on overcoming objections?  If you’re like me, it’s a lot.  “When the customer says ‘no,’” the saying goes, “that’s when the selling begins.”  Robert August suggests a new belief system:  “Change the paradigm for the word ‘objections’ to ‘concerns.’”
Sometimes the word ‘objections’ is, well, objectionable.  It puts the salesperson on the defense.  Changing our thinking so that we look for the customer’s real, heart felt concerns does just the opposite – it give us valuable insight into our prospect's thoughts and feelings, and what we need to focus on to move the sale forward.
August believes that astute salespeople begin uncovering concerns right from the beginning.  “We can shorten the closing process much more directly by understanding what their concerns are when we’re asking our initial qualification questions…  It’s not about us, it’s about the customer.  It’s about each of these home buyers and what they’re trying to experience.” 
If we go through a rote presentation without understanding what the customer’s real concerns are, we come off as being insincere.  When we uncover and address the issues that are ... more

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