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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 3 commentsJoe Gonzalez • June 23 2008 09:33AM


People also have the knee jerk reaction to say "no"  it is taught to us to not trust anyone so we need to earn that trust prior to hearing a "yes"

Posted by Robert Rauf (HomeBridge Financial Services (NJ)) about 12 years ago

It is similiar to the response someone gives when approached by a salesperson at a store when asked "May I help you?" We know the customer didn't just get in their car and drive to the mall to "really not look" at anything. People hate to "be sold" but they love to shop!

Posted by Richard Mielke, REALTOR, Gettysburg Pennsylvania Real Estate (RE/MAX Results) about 12 years ago


Good points....and so important today for our industry as people have their reservations about the market already.  Being a good listener is the best way to learn and succeed.

Posted by Daniel J. Brudnok, REALTOR, SRES, e-PRO,ABR,GREEN,CSP (Berkshire Hathaway Home Services Fox & Roach, REALTORS - Exton - PA License #RS-225179-L / Delaware License #RS-0025038) about 12 years ago