The Prospect says… “I really need to look around some more.”
This is the second “put-off” that our prospects use to side-track our effort to secure the commitment. What is the prospect really saying? Do they really need to look more? Is this the first place they have visited? Whether that is true or not, this put-off is often combined with “This is the first community I have seen.”
The message from the prospect is clear. “I have only seen your property. You don’t expect me to make a decision now, do you?” Well, actually, you do. And if you ask the right question at the beginning of your presentation, you can prevent this “untruth” from coming up at all.
Shortly after the prospect enters your office, simply show interest by asking: “So have you been looking long?” This question also reveals the prospect’s stage in their apartment search: “What communities have you already seen?”
When you first meet, the prospect will answer truthfully. “Yes! We have been looking for two long days!” Or maybe this really is the first place they have been; good to know. Yet, if they tell you it has been a lengthy search, that will lessen the chance for the “This is the first place we have seen.” deflection when you ask for the lease.
”I really need to look around some more”.
How do you respond to that statement? How do we separate the prospect’s real concerns from just plain disinterest? Let’s go back to our formula for dealing with the put-off. This is how we determine if there actually is no interest or if it is an objection we need to smoke out.
First, get in step with the prospect:
“You should look around. You want to make sure you find the place that is best for you.”
How nice of you to show some understanding and kindness. You are not fighting the prospect, but you ”get in step.” You are showing sincere concern that they find the best fit for their needs. You are empathetic and show it in your tone of voice. But you are not letting them off the hook.
Next, you ask:
“Would you mind telling me what kinds of things you will be looking for? or simply “Where will you be looking?”
The prospect may say that they have an appointment at another community or they wanted to look at another specific property. Go ahead and ask if there is something that your community is lacking that would make them need to look around more.
If they are walking out the door to see a competitor, and there is no other way to stop them, try this:
“Wait a minute. I think I have that property’s brochure right here. Let’s take a look.”
Wouldn’t you rather your prospect look at your competition in YOUR office rather than the competitor? Then you have one more chance to draw out a possible objection or concern and deal with it directly.
Once we know why the prospect is putting off a decision, we can attempt to resolve the problem and salvage the lease. And, if we don’t close the lease, at least we know why!
By asking the question “Where will you be looking?” you have determined if the prospect was simply not interested or had a real concern you could address.