Kevin Ray Ward tells real estate agents to treat objections as buying signals. When prospects raise concerns about commission or listing length, they usually want to hire you but need reassurance. Answer their questions and convert the objection into a yes.
Chapters
Every time they throw an objection at you, every time you get an objection from a prospect, from a lead, from a seller, whether you're on the phone, whether you're at the listing appointment, where it is, every time they throw you an objection, you should get really excited. And here's why. The only prospects, the only leads, the only people that will ever throw out a real objection is somebody who is actually wants to hire you when they throw an objection at you. How long have been selling real estate? Where were you when my house was on the market before all those objections that you get, how much is your commission? Will you reduce your commission? How long is your listing agreement for? Will you do it for less time? Every one of those questions, here's what they're saying. I want to say yes to you. I want to hire you. But I don't feel yet the certainty that I need to say yes to you. So every time that you get an objection, it is them saying, yes, I want to hire you. Help me make a decision. Be, please be the agent that I need. So every time they ask you a question, they throw out an objection. They're saying, I want to hire you. I want you to be the one. I want to choose you. So instead of letting objections freak you out, objections should fire you up and go, yes, they want to work with me. Yes. So now all I got to do, answer the question. And then it's just a matter of them saying yes. And this is the frame you have to be. You have to get to a point where you enjoy and anticipate with excitement that you anticipate objection like, bring them on. I love them. Because the objection is just one more stepping stone to the next yes, and that's it.
