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 important to buyers early and directly, we more quickly “get to the heart of the matter,” says August. “That’s going to help the buyer see that we’re more genuine and more interested in [their] specific needs.”
When we hear customer’s say, “I’m just looking,” or “I’m really not interested in buying right now,” those are opportunities for us to begin qualifying by uncovering concerns. August suggests an approach such as, “I understand you’re looking right now and you may not be ready to make a purchase, but what are you looking for that will help you make a purchase? When you see the right product, how will you know it’s the right product for you?”