Are you freaking out yet? Most sales people start to sweat when they hear this – but I’m going to give you a 3 step technique that overcomes this objection EVERYTIME!
You first must understand why the prospect is saying this. More times than not it’s because you lacked to create enough “perceived value.” But we will get into that in a minute because the worst thing you can do when you get called to the carpet is to go back to selling! Major violation!!!!
Step 1: Acknowledge the objection
Look no one likes to be ignored. So let them know you hear them loud and clear. This isn’t a bad thing. You don’t always want to be the lowest price – you want to find that sweet spot. Here is the script:
“Totally understand where you are coming from my friend.” “Hey no problem at all.” “Ok thank you for being open with me about that.”
Step 2: Validate the objection
We need to make sure this is a legitimate objection and not just a complaint or a cop out. It’s a hard pill to swallow but not everyone is going to like you.
You need to identify the REAL issue at hand. Here is the script:
“Let me ask you, if we were willing to do this for free – would you be okay with everything else we have covered?”
They are more than likely going to say “of course” Your come back:
“Great – so our company, our people – including myself, and the service/product is exactly what you are looking for right?”
The psychology here is that we want the prospect to be fully in on the fact that your company/yourself/your product-service is exactly what they want/need.
Prospect says “Yes its all great it’s just too much money”
Step 3: Can’t Afford It vs. It’s too expensive
Do you know the difference? One is un-closable the other is your fault. When a prospect says they can’t afford it – they are essentially saying to you that they literally don’t have the cash to give you. If they say it’s too expensive – it means they don’t see the value in what you are selling them. Let’s focus on the one we can control:
“So let me ask you friend, have you ever went to make a purchase that you really wanted but come to find it is a little more than you anticipated or even budgeted?”
If the prospect says yes – move to the close
“GREAT! It happens to me all the time – but I don’t let that ruin my entire purchase. Let’s get you started – what day works better for you…”
It really comes down to moving the prospect away from the price objection and moving them to focusing on how much better their life will be if they had the product/service!
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