If you’ve been selling for any time, you’ve heard the objection, “It costs too much.” Here’s how to overcome this objection and prevent it from occurring.
First, you must determine whether the cost is a real objection or a condition.
A condition is something that prevents a prospect from buying. For example, if you are selling Porsches and your prospect only has $20,000 to buy a car, no amount of sales technique is going to change that. That is a condition.
On the other hand, an objection is a request for more information and, in most cases, indicates that you have not properly explained the value proposition to your prospect.
When a prospect brings up the “it costs too much objection,” here are the steps you should take to overcome it and close the sale.
- Use the “agreement frame”. You never want to argue with your prospect; instead, say, “I understand how you feel; it is a large investment.”
- Isolate. You want to determine if there are any other objections. “Mr. Prospect, other than price, is there anything else you back from getting this today?”
- Reframe and put the price into perspective.
- Close
I’ve given you the framework to overcome this major sales objection. All you need to do is use it.
Kick butt, make mucho DEEnero!
Dave “Selling For Professionals” Dee
P.S. To learn more about how to get more meetings with high-quality leads, close more sales, and make more money without working harder, go here: www.davedee.com/vip.