A Simple Technique to Handle Buyer Objections

Dec 7, 2012 7:21:23 AM


We all have our share of failed attempts: riding a bicycle for the first time, attempting a new hobby, even asking someone on a date. In each of these scenarios, we move forward, stumble into some obstacles and then are faced with a choice: succumb to failure or push past doubts and make another attempt?

The truth is, failure is really a matter of mindset. Failed attempts are not failure, so it’s important to never fear the attempt itself. Charles Kettering; an American inventor, engineer and businessman; warns us of this when he writes, “The only time you can’t afford to fail is the last time you try.”

Joe Rothchild, mega agent and Keller Williams operating principal of the Katy, Texas, Integrity market center, understands that objections (and the fears surrounding objections) are part of generating a massive amount of leads. “I have no fear about calling people or knocking on doors. That is how you make business happen.”

Objections are a part of life for real estate agents. In order to move forward, Millionaire Real Estate Agents think without fear. To rephrase the popular bumper sticker: SETBACKS HAPPEN. The good news is that setbacks along the way do not represent total failure and should never get in your way unless you allow them.

The next time you’re in a situation where the buyer isn’t happy, they’re looking for other options, or you just aren’t on the same page, use the A.E.I.O.U. technique from Buyer Mastery, a Keller Williams University course.

Ask questions

Get at the real issue by investigating it further. You might ask questions such as, “Can you tell me more about that?” or “Can you tell me what’s important about that?”


Acknowledge the buyer’s concern by saying something like, “I can certainly understand how you feel.”

Identify the real issue

Restate what you believe the real issue is. Clarify the issue by asking, “So what you are telling me is …”

Offer a solution

Problems appear insurmountable until you know how to solve them.

Urge an agreement

Use tie-down statements such as, “Don’t you agree?” or “Are you comfortable with that?”

The A.I.O.U. technique is really just the tip of the iceberg in terms of strategies to overcome objections. How else do you handle objections?

Sources: The Millionaire Real Estate Agent, Buyer Mastery.

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