When an Objection is Not Really an Objection!
I have talked about it before, but repetition is the mother of greatness. Smokescreen objections are the most common type of objection you will get today and they are NOT EVEN REAL!
That’s right, they are not real objections and so you do not overcome them. The proper strategy is to ignore the objection or affirm it and continue with the Pre-qualification. The classic smokescreen that we can all relate to is when you walk into a store to buy something and the sales person says, “Can I help you?” and you say “Just looking”. It is not real-you ARE looking for something. In actuality, you lied. But you say just looking anyway because you don’t want to be sold - but this is just a subtle form of procrastination. The truth is, that sales person probably knows the whole store and can help you find what you need quicker and get you out the door faster - and don’t we all want more time.
Yet, we say it anyway - it is not a real objection. If the sales person would have ignored my objection and continued on, they would have gotten the sale, helped me get out of there quicker and I probably would try to recruit the person. It would look like this, after I said just looking the salesman should say, “Looking for what, suits or ties?” Or whatever two options he thinks might work. You see, he did not argue me. He just moved on through my objection. I would then answer him “suits” and he would be in the middle of the sale. In our industry, common smokescreens are, “we are not ready to buy yet”, or “I am just looking around at the market”. You need to affirm those objections and then MOVE FORWARD. For example, when they say they are just “looking around the market” you should say, “Exactly what are you looking for, a new build out or a foreclosure?” They may answer foreclosure and you are on your way, continuing to ask questions on exactly what they want so you can help them get it done.
Remember this basic law of all objections:
OBJECTIONS ARE GOOD! THEY SHOW INTEREST! If you get no objections ever then you either book 100% of the people who call you or you get hung up on with no response. When someone objects-THEY ARE NOT SAYING NO! They are saying, essentially, “I am weak-kneed and scared of making a bad choice. This is my concern, help me overcome this so I can feel confident enough to buy.” People object for two reasons, they are scared to make any decision-they are procrastinators, or they are scared of making a wrong decision. When someone objects, instead of getting mad, be pumped. They may have just shared with you the key to closing them-you just need to solve it for them!