The most powerful form of objection handling I ever learned (thanks to Cavett Roberts) was to take the very reason for objecting and have it as the reason why the prospects are excited to buy.  Here is a very clever example of this approach applied to an otherwise difficult to sell listing.

Music Travels Uphill Too

Long time Online Dominance students (and eTEAM members) Marie Sue Parsons and her daughter / partner Stephanie Young had a listing in the very exclusive “Riviera” section of Santa Barbara.  The only problem was (and it was a big one), it directly overlooked the famous outdoor Santa Barbara Bowl.  This is where some of the biggest musical acts in the entertainment industry come to our fair city and play under the stars.  However, as everyone knows, sound travels quite effectively uphill.  Anyone looking for a nice quiet neighborhood wouldn’t ever consider this property, despite its breathtaking views.

This is when Marie Sue and Stephanie started thinking out of the box, way out.  Understanding that if sound travels well uphill music will too, they decided to host an exclusive invitation-only open house during the evening that the Steve Miller Band and Stevie Nicks were performing.  They headlined it as the property that offered a free birds-eye view of every Bowl concert (which typically charges big $$ to attend).  Well, the response was incredible and the sellers thought Marie Sue and Stephanie were geniuses for coming up with the idea.

What’s so cool here is that they took the very reason why the average consumer might shun this house and turned it into a unique benefit that a certain segment would kill to have.  This is really smart marketing.  Kudos to Marie Sue (who I’ve known for over 30 years) and Stephanie!  CLICK HERE to see the write up they received in the local Santa Barbara press = great PR…