Quite often, when a buyer or seller identifies a genuine objection, they place an over-weighted emphasis on what that objection means to them. By asking your client to clarify the importance of the objection, it helps put the importance of that one item into perspective. Use the following script to apply this close:
“I want to be sure that I understand your thought process. This one reservation or concern is so important that it outweighs all the benefits we discussed, am I right?”
Follow this question up with another:
“Just to clarify my understanding, why is it exactly that this one point is so critical to you?”
When the buyer or seller restates their objection, it can sound almost irrelevant. If they stick to their story, it’s a good idea to revert back to the Half-Nelson Close. Ask them:
“If we could reach an agreement on this point, would you be willing to move forward?”
Here are a couple of specific examples:
Seller insists on getting an unrealistic price
“Just to be sure I understand your feelings, Mike, having to sell your home for at least that much outweighs all of the benefits of moving forward with your life, is that right?”
Once the price objection is clarified, ask:
“And just so I’m clear, would you mind sharing with me why this price is so important to you?”
The fixation on price may seem foolish, especially when you review all of the emotional benefits if he were to sell now.
Buyer feels like prices may drop if they buy now
“Just to be sure I understand your feelings, Mr. & Mrs. Smith, even just the possibility of losing money far outweighs all of the benefits you would get if you were to buy the home now, is that
“And, so I’m clear, why exactly is the risk of losing money so important to you?”
This question may help take the focus off of the price and put the emotional benefits of buying the house now into perspective. Also, by focusing on the Paper Loss Buyer Argument, you can minimize the potential risk to your buyers.