A few months ago, my husband insisted on buying a Berkey water filter.
I wasn’t totally sold on it.
?♀️ Counter space is absolutely sacred (why is it that no matter how big my kitchen is, it still never feels big enough?)
?♀️ We already had a perfectly good water filter
?♀️ I balked at the price of not only the filter itself but also the replacement filters ($166 for these things)
Essentially, I was giving the price objection.
I know that having clean drinking water is important, but at this moment in time, I didn’t understand the value of THIS specific water filtration magic wizardry ?♂️ contraption.
So, Jack (aka hubby) put on his sales hat ? and decided to school me.
He brought up a documentary I watched on water (it’s with Zac Efron so you’re welcome) as a frame of reference, sent me some pretty great reviews, and showed me the “red dye” test that demonstrates that the water is truly as clean as they say it is.
I was sold. Ring it up! ?
This is a great example of how communication is the key to working with the “this is too expensive” sales objection.
When someone says that to you on a call, it is usually because of three reasons.
?They don’t understand the value for them, EVEN IF they believe that, overall, the solution is valuable. (I wanted clean water, but didn’t yet know why I needed this filter)
?There’s another objection, but pricing is easier to throw out as a blanket ‘no’ (for me, this was counter space).
?The offering isn’t a market fit.
Sometimes it’s a combination of all of these things at play! The key is to ask great questions, stay curious, and do not try to control how the other person answers.
❗ Tangent Alert ❗
In my opinion, the best way to have a sustainable sales system is to be genuinely focused on how to get the best outcome for the person in front of you. I see a lot of interesting (read: questionable) advice on IG, and after having been formally trained in the Sandler System, used methodologies from mentors/coaches, and experimented doing my own thing, I truly believe integrity wins in the long run. Sometimes that means taking the no and sharing a referral or other resources instead. Overall, just be a good human first. ♥
Phew, okay, we’re back on track. Let’s dig in to #1.
#1. Someone isn’t understanding the value
My favorite way to showcase value is to share really great examples. Great examples use a blend of metrics, outcomes, and emotions.
? Example #1: Anna tried every beauty routine under the sun until we worked together and cleared up her cystic acne in 12 weeks.
? Example #2: Larry has been a practitioner for 15 years, and people were still sliding into his DMs looking for free advice. Together, we elevated his branding and now he’s started booking 3x more private sessions than this time last year.
#2. There’s another hidden objection
? Bring up the elephant in the room first! By acknowledging that other people have –
- a) had this same fear,
- b) ended up moving forward, and
- c) had a great result…
you are not only establishing trust, but also addressing hidden objections without expecting them to bring it up first. This opens the door to better dialogue all around.
#3. It’s not a market fit
?I used the analogy “selling Champagne to someone on a beer budget” in my reel yesterday (which is not the best analogy for this crowd, but I’ve yet to think of another one) to demonstrate this point.
If #1 and #2 aren’t working, then it may be time to tweak your offer or your audience.
There’s a lot of nuance to this one, so I don’t want to give an oversimplified example, but this signals that it’s time to have some really open-minded conversations about what your people really need from you.
There we have it! I can’t wait to hear how your sales conversations go with some of these new antidotes.