Other agencies charge me less: the best time
The best time to refute the objection
We used to say in previous postcards that the Objection to the Collection of Real Estate : Other agencies charge me less , it could not be overcome while the client's perception on which we presented him was: - « There is no difference between this offer and those received, before, from other agencies » And that to overcome it, you had to create in your mind a different perception: - « This offer is more expensive but I am more interested. » And that, or we created sellers , the difference, or we would lose the Catchment. To do so, to win it, we could manage a resource that we called the Objector Healer's Toolbox, whose first compartment, The Table of Arguments, we have already explained.
Now let's talk about other sites or gaps from the box. For example: the time of the objection's treatment.
The time to present the objection
Is there any moment, within the recruitment interview, that is better than another to raise the response of an objection?
Yes, yes there is, we will see it now. But first, notice that the opposite is also true, that is, if we do not answer at the right time, we will do worse and we may lose the order, because we tried it at the wrong time.
When can an objection be presented?
We know that at any moment of the conversation with the client the objection may arise ... but that it will be in the Presentation phase of our service offer, where its appearance frequency will be higher.
In the following diagram we see the possible options:
Moments of Reply to Objections
Now, we must point out that, although sometimes not Objections must be answered - the ideological must never be answered, we must "forget" them and not enter into a discussion that is always lethal for the Catchment or the Sale - and, in others, in which n our performance we can reduce their number and therefore some do not appear - through the Prevention of Objections-, in a large number of cases, on the contrary, the objection of the owner is clear, precise and is now before us . And it must be answered.
But even so, we can always choose the best time to do it, which in this case is only two:
a) Answer it immediately.
b) Postpone your answer.
Postpone your answer?
Yes, that's it. That's what the commercial interests. The immediate response to the objection is only advisable if it appears towards the end of the sales interview. Let's see why.
The best time to answer the objection: Other agencies charge me less
Look at this: Remember what is the task number 1 of the seller in front of the owner? ... The construction of value in the mind of the potential customer, on our offer of sales services. That is, the commercial, through its arguments and form of exposure, must convince the prospect of the value that our intervention implies for it.That's why the salesperson must present the advantages that our agency offers for the prospect, as soon as possible and always in terms of benefits for the owner. This person cares relatively little about what we say we do with his/her property if you order your sale, what really interests you, everything we say we're going to do, is, what that means to him. What will get out of it, its benefits.
Note that "the sale or rental of your property", is not an advantage that none of the competitors will forget to mention, so that, that it is the fundamental thing ... it is indifferent, because everyone is going to propose it. The battle between the competing agencies must therefore focus on what they do, before , to achieve that.
The relationship between the time of presenting the Objection: other agencies charge me less , and the effectiveness of the treatment of the objection, can be seen in the following scheme:
Note that it warns well that: The sooner you produce the Objection, the worse are our chances of canceling it. That's why a critical feedback board is to delay your answer, if it appears soon, at the end of the presentation of the advantages that our intervention has for him.
The reason we know it now: only towards the In the end, our value-building work will have been enough.
Moment of presentation and effectiveness of the objection
And we also know the reason for the advice we have given to delay the response to the Objection: Others charge me less ; If we start to deal with this objection before having developed enough value from our offer of services, in the owner, the probability of failure is very high. Even with the best and most studied Table of Arguments that we can have or the best form of exposure that we use.
What if the circumstances of the contact with the prospect make that delay in the answer impossible? Well, except for Luck or Chance, ... we will lose!
The Rackham Balance
And we have spoken in another part of this resource, but we will present it in a simplified form here. See also the following figure:
The idea is that when the commercial transmits his offer of service-sale of the property, in this case-the owner who listens to it perceives the offer of work, not as a whole but in the form of two very different perceptual subsets (See the attached figure):
Perception of the offer of a home
1 The first group consists of perceptions or assessments that take into account the characteristics, advantages and benefits that the service of the agency offered owns. It is constituted by what the client thinks he will receive if he signs the Sales order. It does not matter that this may not be so, what matters in the final decision to order or not commission the work, is your belief about what you will receive if you do.
2 The second group is formed by the perceptions or assessments that assume the commission they have to accept, their price and the perceived risk.
That the result of the perception of the owner - the decision to order or not to order the sale - depends on the relative comparison that, between the two "weights" of those two perceptual subsets, occurs in the mind of the client. Using the simile of the scale, we will say that the greater weight will tilt the operation one way or the other.Then the construction of value, which will weigh on the other plate, will have to go on fighting, argument to argument with the perception of price - « is greater in this agency than in the others » - which will act negatively from the beginning.
If it appears when the commercial has already created enough value, it will be the negative perception that has to face a solid perception already created. And, if this has been better than the rest of the ones it has over the rest of the competitors, its influence will not be decisive. - « They are more expensive, but their offer is better .
The prevention of this objection
This is an objection that we could include within the category of repetitive, that is, of those that, even without knowing if they are going to present themselves in a specific collection, its occurrence is nonetheless high. That is why we must incorporate into our captivation style, what we have said here about how to combat them.
We have already seen that nobody, never, can overcome this objection ... if the client's perception is that there is no sensitive differences between the offer at the highest price and the lowest amount. And also that the differentiation is achieved through "the previous sale" to the owner, of our marketing capabilities and that this is done with the help of the Table of Arguments. In this postcard we have also seen how the moment of exposure may or may not play in our favor. In the following we will talk about the forms and cadences of his expression.
Until then, stay healthy!
Miguel Villarroya Martín, April 17, 2016/Madrid. Spain/Obj.032/ventasgrandes.net
(1) The image of the house that we have used in the scheme, is from the photographer: tbvieri and was in PIXABAY. COM under the CC0 Public Domain label. And the scheme is made by us with the help of the Microsoft Word drawing tools. To all of them, we express our gratitude for their courtesy by allowing us to use their resources.
Source of the cover image.