Why Scripts Flop
When it comes to overcoming objections, scripts can be your best friend. Many agents avoid using scripts because they think they sound inauthentic. Nothing could be further from the truth if you use scripts properly.
Scripts are a history-proven, well-refined set of words written to change the direction of the conversation. Having one educated response to a client objection won’t do the trick. It is important to have SEVERAL educated answers to any objection because changing someone’s position often requires more than one attempt. Decisions are not changed based on one statement. Decisions are changed based on well thought-out solutions presented from different perspectives. That means, for any objection you may face, you must have 3-4 educated answers to convince clients to make the right decision. The first attempt at changing the way someone thinks is rarely going to alter someone’s position. It may open their mind to the possibility, but then it will take another 2-3 reasons to convince them to adopt your advice.
Scripts give us confidence. Clients trust confidence.
It is not just the script, it is the conviction that you present with that translates to confidence. Having several scripts in your back pocket let’s you go into any conversation feeling prepared. No one likes to be challenged and not have the answers. There are 3 stipulations when it comes to using scripts:
INTENT – DO IT FOR THEM, NOT FOR YOU
You must approach every situation with the right intent. This is extremely important. Everything you do should always be for the benefit of the client, not at the expense of the client. If they ever think you are motivated by your commission check rather than their best interests, the resistance you’ll run into is insurmountable. All good scripts start from a place of good intent. Scripts are powerful when used correctly. If you convince someone to do something that you believe is in their best interests, they will wake up the next day and thank you for persuading them. If you convince someone to do something that is not in their best interests, they will wake up and resent you for manipulating them.
BELIEVE IN YOUR ADVICE
If you just memorize and recite scripts, the words will sound hollow. To use scripts effectively, you must understand their intent and be able to clearly communicate the benefit the client will receive from following your advice. If you believe with conviction that your advice is the best advice for them in their current situation, you will say it with passion and they will believe you.
BASE YOUR SCRIPTS ON PROVEN KNOWLEDGE
Part of persuading someone to do something is being certain about the advice you offer. We see agents trading in areas they know nothing about. When it comes down to making a decision, how can they possibly advise their clients about the right decision if they are not an expert in that area. If you work in areas you are not familiar with, you are in it for the commission check, not the client.
Handling client objections is like a chess game. You must always think 5 steps ahead and be prepared for objections that haven’t come up yet. You must be present in the conversation. Don’t just wing it. Choose your words carefully. What you say could trigger other objections. A conversation with a client is never just a conversation. You must have an end game and understand how best to navigate to a successful outcome.
HOW DO YOU MASTER SCRIPTS?
PRACTICE, DRILL AND REHEARSE
In real estate, the same objections come up time and again. Having solid, scripted answers will help you navigate these challenging conversations. Scripts never feel natural while you are trying to learn them. That is why practicing helps. I recommend buying 5×7 index cards. On one side write down every objection you can think of. On the other side write down the scripts you would use to handle them. Practice with a friend or colleague until you can recite the scripts without looking at them.
If you are aggressive, have an edge, or make clients feel like you are talking down to them, they will be aggressive back. When a client presents an objection, their choice of words and tone are often offensive, and we feel attacked. A master sales pro absorbs the negativity and calms the conversation. They lower their voice, round their shoulders and let their clients know that they agree it is a difficult situation, but not to worry, other clients have been in this situation before and you were able to overcome their challenge.
DECISIONS ARE NEVER BLACK AND WHITE
Decisions are housed in an environment of grey. At certain points throughout the home buying or selling process decisions must be made. Psychologically, it is normal for people to hesitate, postpone or not to make a decision at all when they are uncertain. It is important that you, as their agent, are certain about the right choice. If no-one is certain than nothing will get done.
Simply put, you need to know what you are talking about, you need the right words to convince your clients to do the right thing, and you need to do it for the right reason. You need to care more about the client than your commission.
Leader’s Edge Training