Preempting the Objection

Needs determination should include a discussion of what the customer is currently paying or expects to pay.

If you have undergone a thorough needs determination, when you make a recommendation your customer should not be surprised or shocked about the price. Needs determination should include a discussion of what the customer is currently paying or expects to pay.

Questioning the customer about their budget or pricing guidelines will help you recommend a price that is close to what is expected. if the customer won't answer your questions give them a "sense of" cost: "Just so you know, a program like this typically cost $100 How does that sound?" You will quickly find out whether this is a long way from what they expect to pay.

ACTION POINT: Make sure price is not a surprise when you present it to the customer.