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Countering Objections - Know Why People Say No


Joe Gonzalez
Branch Manager
1st Metropolitan Mortgage
Phone: 610-351-7510
Fax: 610-351-7810

Not every objection can be overcome, but they can all be countered, so you should always have a rebuttal in store. If you don't have years of experience, or a trainer to guide you, you can find yourself blindsided by the most obvious objections and hesitations.

There are three basic reasons for most objections:

Lack of trust or rapport.
Have you ever decided against a sale because you didn't like the person selling to you? Most people have experienced this at least once. Those of us in sales need to know how to avoid this issue altogether:

  • Don't try too hard. You're not a comedian. The occasional joke is fine, but nothing rubs people wrong more than repeated, failed attempts at humor.
  • Don't talk so much. Get people talking about themselves, show interest, and ask questions; the more interest you show in them, the warmer they'll feel towards you.

Lack of immediate need.
If your prospect doesn't understand why they need you, and why they need you now, then they probably won't buy, no matter how much they like you. Retrace your steps, and make sure they agree with each point of your pitch. "Would you agree you need..." is a fantastic way to delve deeper into their objections.

Lack of money.
If this is the real reason, there's little you can do. The good news, however, is that it's usually not the real reason! It's simply the easiest one to throw out when the customer doesn't want to say, "I don't know you well enough yet."

Learn how to find the real objection. Ask additional questions, and don't be embarrassed to say, "I sense you're a little hesitant. Can I ask why?" Maybe they're worried about sounding dumb if they ask an obvious question; maybe they had a different picture in their mind. Whatever the case may be, find out if it's a giant objection, or a minor obstacle, and go after it accordingly.

By practicing how to handle objections, you'll exude confidence, which in turn brings trust.

Call me to discuss some of the scripting I use in my presentation to overcome common objections!

For help or questions contact:

Joe Gonzalez

Senior Loan Consultant -  NMLS #126036
GMH Mortgage Services, LLC
625 W. Ridge Pike, Building C, Suite 100 | Conshohocken, PA  19428 | Direct: 610-355-8039 |  Cell: 610-739-6563

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Comment balloon 6 commentsJoe Gonzalez • May 05 2008 08:06AM


Joe -

So often, many salespeople, very trained in their scripts, and knowledgeable in their product or service,  jump right in to what to say.

Two problems here:  1.  They don't LISTEN to what the prosepect is saying, or read the prospects body language, and, 2.  They don't properly uncove the prospects TRUE MOTIVATION.

If you take time to properly handle these, you'll get cues as to the prospective client's priortities, and perhaps deflect objections before they occur.

Most, but not all, objections can be handled in this way.  If, after trying, you are unable to clear them, you have to ask yourself whether you want the client or not.

My thoughts, anyway!



Posted by Dean Moss, Dean's Team Chicago IL Real Estate Team (Dean's Team - Keller Williams Realty Partners Chicago IL) almost 12 years ago
Listnening seems to be a lost art for many agents.  I couldn't tell you how many people have bought and sold through me many times over because I sat down at the kitchen table and listened to stories about their kids/pets/whatever.
Posted by Marsha Benya (Century 21 New Millennium) almost 12 years ago
enjoyed your is always good to read this again...thanks
Posted by Michael Shankman, Selling Las Vegas 702-498-3383 (Award Realty) almost 12 years ago
enjoyed your is always good to read this again...thanks
Posted by Michael Shankman, Selling Las Vegas 702-498-3383 (Award Realty) almost 12 years ago

And sometimes No! means No! I am sure that there are salesmen that can take a objection and turn it around. but Im not comfortable doing that. I will not re deliver my pitch when I hear a no!...mostly because I dont have a pitch. and I trust folks to say what they mean (No means No)

I believe that our job is to understand the clients needs and wants and then to match them to a product. If we dont know what they need or we cant deliver the right product then we have failed.   And a No is what we get.

The close should be the most natural thing in the world, if we have listened and delivered. In fact the client will be the one to initiate the close, not me with a pitch

Posted by Ron Parise ( almost 12 years ago

Great comments from all of you.  Bottom line is listen, be honest & HELP PEOPLE OUT!! I probably should have added that you need to take care of your clients. When its NOT the right move & you know it, just let them know that.  Tell them you think it is best they do whatever it is that is in THEIR best interest, not ours. 

Keep in mind though that there are many people that are closing people every day on productst they DON'T need. Keep this in mind & take care of them!

Posted by Joe Gonzalez, NMLS# 126036 (610) 739-6563 (CrossCountry Mortgage, LLC NMLS #3029) almost 12 years ago