It's Too Expensive

A prospect says your price is too expensive. The usual comeback, “What are you comparing it to?”, can sound like a challenge and make people clam up. In this episode, Josh shares a calmer approach. Shift your intent from overcoming the objection to understanding where the buyer is coming from. Then pause and say, “I’m guessing you might be comparing this to what you’re using or something else you’ve seen.” And listen.

Transcript

So a prospect says your price is too expensive. What do you say? Traditional sales wisdom says to say something like this: “Well, what are you comparing it to?” But to me that sounds very confrontational. It’s like you’re challenging the prospect’s question, which can make them a little reactionary. They lean back and don’t really share what’s going on. It feels like you’re trying to get them to do what you want them to do.

The reason this happens is because your intent is to move things forward, to overcome the objection. And when that’s your intent, you say things that sound a little pushy.

So what’s another way? It starts with changing your intent. Instead of trying to get what you want, set your intent to understand where the prospect is coming from. Don’t try to get anything, don’t have an agenda, and be okay with what is, regardless of whether it’s with you. That intent changes everything, because it changes what you say.

So if a prospect says your price is too expensive, you might just pause for a couple beats and say this in a calm voice: “I’m guessing that you might be comparing this to what you’re using or something else that you’ve seen.” Then just shut the front door and listen.

Most of the time, the person will confirm or correct what you said. Either way, you unlock more truth. You’ll start way more conversations when you’re detached from the outcome than you ever will by being attached to the sale.