No matter how we try to play down 'price' when we are selling, it's often the factor that is
uppermost in your prospect's mind. How do you overcome the price objection?

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Your price is too high

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What to say when a prospect tells you this

No matter how we try to play down 'price' when we are selling, it's often the factor that is uppermost in your prospect's mind. How do you overcome the price objection? Because, when we come to ask for the order, we frequently get the objection: "Your price is too high".Before this stage is reached, we can often try to reduce the emphasis on 'price' in the buyer's mind. Here's three ways to do this:
  1. "It only costs..." - using the word 'only' suggests that the price of what you are selling is low compared with your competitors, or all the benefits that you are offering.
  2. Focus on price differences rather than the actual price. Often the apparent price differences between what you are selling and what your competitors are charging are, in the buyer's mind, not all that great. This is particularly true if you are selling a service. So keep stressing the difference in price and all the benefits that the buyer will get: "Yes, it's true that you will be paying 1,500 for my service, and you've been offered nearly the same for 1,300. But let's think for a moment what you will get for that extra 200.. "
  3. Talk smaller figures. If, for example, you are offering a training course for five people for which you are quoting 2,000, it would be equally true to present it in terms of "400 per person", which sounds a lot more reasonable. Don't however, go to ridiculous extremes by breaking it down into too many units (such as "that's 200 in the morning and 200 in the afternoon")!

OK, so you've done that - but you still get the objection "Your price is too high". Before you can answer that, you must ask more questions to find out exactly what the prospect means. It could be one or more of the following:

  • Outside my budget
  • More expensive than I thought
  • I'm not convinced of the value
  • I haven't got any money
  • It's more than I can authorise
  • My job is to beat salesmen down on price
  • I really don't want it
  • I want a discount
  • It's outside our budget
  • I'm not the person who decides
Until you know what lies behind the statement "Your price is too high", you can't start to overcome this objection. Once you know the real reason, you'll either find that making the sale (to this particular person) is impossible - or, you'll be able to come up with winning answers.


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