Often when I first meet new clients, they’re concerned about learning new techniques to deal with prospects who “beat them down” on pricing. Whose problem is it…theirs or yours?
Price becomes a roadblock when you present a product or service with a price tag that is out of line with the prospect’s expectation. Is it possible that you didn’t uncover the prospect’s budget or limitations prior to your presentation, or if you did, you ignored it. In that instance, price is not the problem, you are!
Your system didn’t allow you to avoid the trap set by the prospect or you are working without a system and are simply adhering to the prospect’s system. If that’s the case you become the victim.
Another example where price appears to be a roadblock is when you enter a selling situation predisposed to presenting what you want to sell, not necessarily what the prospect wants to buy. It’s the old style ‘Features and Benefits” approach. Price may be the objection voiced by the prospect, but the real obstacle is your own process.
Price objections will often arise when the prospect perceives that you are only trying to “make a sale”. It’s all about you, your product, your features and benefits.
You must have a genuine, sincere concern for your prospect’s problems and it must show. If the prospect views you as someone out to make a sale at any cost, he or she will feel like the proverbial lamb being led to the slaughter. Any price will be too high in that case.
Remember, in the absence of relationship, people will default to looking at price as the differentiator in their buying decision. Are you hearing price as an objection too often?
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