Sutton UniversitySales and Marketing

Answering the Answering the Tough ObjectionsTough Objections

Sutton UniversitySales and Marketing

The Most Stated ObjectionsThe Most Stated Objections I want to speak to another Company

I have a friend in the business

XYZ company will charge less commission than you do

I believe I can get a higher price than what you are suggesting

I don’t see many of your signs or company signs in this area

Sutton UniversitySales and Marketing

““I want to speak to another I want to speak to another company”company”

“I can appreciate the fact that you want to compare. Are you satisfied that my

marketing strategies could effectively market your Home?”

Sutton UniversitySales and Marketing

““I want to speak to another I want to speak to another company”company”

“If you feel I could effectively market your home, why would you want to bring 2 or 3 top sales people and have to tell 2 of us

that we are not good enough.

If you reject someone, how excited are they to come back to show your home. Under my

plan we already include the other companies to get you top dollar. Let’s work

together.”

Sutton UniversitySales and Marketing

““I have a friend in the business”I have a friend in the business”

You can answer this objection very much like the first one or try the next one.

“Since you feel my marketing plan could effectively effectively market your home, wouldmarket your home, would you let me include

your friend in my plan and pay a bonus to him/her. Let’s get the listing signed and I’ll take care of all the details with your friend.”

Sutton UniversitySales and Marketing

““XYZ company will charge less”XYZ company will charge less”

“Since you feel my marketing plan could effectively market your home, it sounds like

you are most concerned about getting

the lowest commission, is that right?

What part of my marketing plan would you

like to eliminate to reduce the commission

for you.”

Sutton UniversitySales and Marketing

““XYZ company will charge less”XYZ company will charge less”

Do not answer this objection with trite answers, i.e. “You get what you pay for”.

Commission is a bottom line objection

Sutton UniversitySales and Marketing

““XYZ company will charge less”XYZ company will charge less”

Let’s look at commission in a bottom line fashionYou Them

Fee 7% 5%Co-op 3% 3%What’s left 4% 2%Expenses/Marketing 2.2% 2.2%Your “Take Home” 1.8% <.2%>

Sutton UniversitySales and Marketing

““XYZ company will charge less”XYZ company will charge less”

In the bottom line analysis, who has money to market your home and still pay personal bills?

The person that shorts their bottom line will not aggressively co-op with others

• When you eliminate cooperating agents, you reduce your chance to obtain top dollar

Sutton UniversitySales and Marketing

““I can get a higher sales price”I can get a higher sales price”

“I can appreciate that you have literally spent a fortune to make your home fit your needs.

I am only dealing with the facts with an unemotional attachment to your home.

I want your business and to get you a top dollar.

Since you are impressed with my marketing plan, could we obtain an appraisal to determine

a pricing strategy for you?”

Sutton UniversitySales and Marketing

““I can get a higher sales price”I can get a higher sales price”

How did you arrive at your price?

Could we consider terms to help you achieve your price?

How soon do you want to sell? Could we have an extended listing period?

Sutton UniversitySales and Marketing

““I don’t see many of your signs”I don’t see many of your signs”

“You are hiring me to mobilize the entire Real Estate Community. Whether I have one listing or one thousand my marketing plan is designed to get the most buyers to your home through cooperation with fellow brokers. This will help you get top dollar, not the number of listings I have.”

Sutton UniversitySales and Marketing

““I don’t see many of your signs”I don’t see many of your signs”

“I currently have one other listing. This gives me the time to completely dedicate my marketing

system to your home to help get you top dollar. I make a personal guarantee that if you are ever dissatisfied with my performance, fire me and

owe me nothing.

Let’s work together to help get you moved.”

Sutton UniversitySales and Marketing

Answering ObjectionsAnswering Objections

Anticipate the obvious objections you’ll face

Be polite but persistent

Utilize time deadlines as a way to close

Have your paperwork ready to be signed

Be a good listener, don’t oversell

Provide accurate information