BD MAS­TERY Tara Brad­bury

Too many sales­peo­ple see sales ob­jec­tions as an in­di­ca­tion that the cus­tomer is not go­ing to sign up. How­ever, says Tara Brad­bury, it’s ac­tu­ally quite the op­po­site.

Elite Property Manager - - Contents - TARA BRAD­BURY is the Di­rec­tor of the BDM Academy, shar­ing her busi­ness de­vel­op­ment ideas and strate­gies with prop­erty man­age­ment BDMs and prin­ci­pals. For more in­for­ma­tion visit bd­macademy.com.au.

Busi­ness de­vel­op­ment man­agers, it’s time to re­alise that it’s ac­tu­ally a good thing when prospects raise an ob­jec­tion, es­pe­cially around fees.

If your prospec­tive land­lord raises an ob­jec­tion, that’s ac­tu­ally a good sign. By talk­ing out their con­cerns it means they’re giv­ing you the op­por­tu­nity to pro­vide a so­lu­tion, rather than just nod­ding in si­lence through­out your pre­sen­ta­tion.

EX­PLORE THE OB­JEC­TION

I find the first ob­jec­tions aren’t usu­ally the prospec­tive land­lord’s real con­cern. Many land­lords don’t want to ad­mit that they don’t have enough money to use your ser­vice, so they’ll raise other is­sues in­stead. Be­fore an­swer­ing the ob­jec­tion, ask a se­ries of ques­tions, like: What was your past ex­pe­ri­ence with real es­tate agents? Have you had trou­ble with prop­erty man­agers in the past? What has been your pre­vi­ous ex­pe­ri­ence with this in­vest­ment prop­erty?

Th­ese ques­tions al­low you to draw more in­for­ma­tion out of the prospec­tive land­lord.

LET THEM BE HEARD

When you’re 100 per cent con­fi­dent the prospect is done talk­ing, show them you un­der­stand by re­peat­ing their ob­jec­tion back to them. This shows you were lis­ten­ing and gives the prospec­tive land­lord a chance to clar­ify. It also demon­strates your abil­ity to lis­ten to them and builds trust.

BE THE AN­SWER

Once you have a clear un­der­stand­ing of the ob­jec­tion, it is time to an­swer it. When a prospec­tive land­lord raises an ob­jec­tion, they’re gen­er­ally ex­press­ing fear from past ex­pe­ri­ence. Your mis­sion is to al­le­vi­ate their con­cerns. If you have some great ex­am­ples, such as a story from a cur­rent land­lord or a few sta­tis­tics, make sure you present it.

CON­FIRM AGAIN

Many BDMs avoid ask­ing cer­tain ques­tions for fear of sound­ing silly, but when you’ve come this far with the ob­jec­tion don’t miss the op­por­tu­nity. Ask the prospec­tive land­lord if you’ve an­swered their con­cern or whether they need to clar­ify some­thing.

Once the ob­jec­tion is re­solved, get the prospec­tive land­lord back on track. If you were part-way through your list­ing pre­sen­ta­tion when you stopped to ad­dress the ob­jec­tion, sim­ply sum­marise what you talked about be­fore you move on. Or, if you’ve fin­ished your list­ing pre­sen­ta­tion, check if they have any other ques­tions and then start clos­ing the deal.

One of the best ways to im­prove your sales pitch and be­come more con­fi­dent in over­com­ing ob­jec­tions is to prac­tise your scripts. Take a look at my re­sponses to some com­mon ob­jec­tions BDMs of­ten have to over­come on a daily ba­sis.

Block out at least 30 min­utes per week read­ing through the list and prac­tis­ing your re­sponses so you’re armed and ready when­ever you’re faced with a prospec­tive land­lord’s ob­jec­tion.

OP­TION 1

“(INSERT NAME), be­fore I an­swer that ques­tion, would you mind if I asked what you have been of­fered for that man­age­ment fee? In my ex­pe­ri­ence, we find that agents who are of­fer­ing a dis­counted fee are of­ten pro­vid­ing a dis­counted ser­vice…”

OP­TION 2

“(INSERT NAME), in com­par­ing our fees, you need to take into con­sid­er­a­tion that we don’t just look af­ter your prop­erty. We are fo­cused and ded­i­cated to max­imis­ing your in­come and optimising your cap­i­tal growth in all of our man­age­ment pro­cesses. Did (INSERT AGENT’S NAME) high­light how they can re­duce your risk when dis­cussing their fee struc­tures with you?”

OP­TION 3

“(INSERT NAME), an­other im­por­tant con­sid­er­a­tion when choos­ing an agent is they seemed quick to ne­go­ti­ate on their man­age­ment fees to

SOME­TIMES THE BEST CLUES COME FROM LIS­TEN­ING TO THE PROSPECT’S PAST EX­PE­RI­ENCE AND CON­CERNS WITH AN­OTHER AGENCY.

se­cure your busi­ness. If they are open to dis­count­ing on their man­age­ment fees, aren’t you con­cerned they may dis­count on the rent with a ten­ant to se­cure the new lease?”

Re­mem­ber, use scripts as a guide, fo­cus on the ques­tions and then de­velop your own nat­u­ral re­sponses. Don’t let fear hold you back; be proud of who you are and what you have to of­fer as an agency and go for it. ■

Tara Brad­bury

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