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.

Understanding Price Resistance

...objections about price are sometimes used as a convenient reason to object, but are really a smokescreen to mask other issues.

Everyone wants to find a good deal and feel like they are getting a good price. However, objections about price are sometimes used as a convenient reason to object, but are really a smokescreen to mask other issues. In these situations, it is important that you question your customer to determine what the underlying issue really is. At other times, however, the objections truly is all about price. In instances where the buyer is making his or her decisions on price alone, there may be little leeway for negotiation, and you may chose to walk away from the relationship.

ACTION POINT: Consider walking away when the only factor is price.

6.3.1 Teamwork

This adds tremendous power and insight to the task, whatever it may be.


Individuals can not do it alone. It is impossible for one person to shoulder all the responsibilities we assume on a regular basis. How much better is it for two or more to work as one. It has been said that whenever two come together a third mind, different than either of the two is formed. This adds tremendous power and insight to the task, whatever it may be.

• Without wise leadership, a nation is in trouble; but with good counselors there is safety. (Proverbs 11:14)
• Plans go wrong with too few counselors; many counselors bring success. (Proverbs 15:22)

One man said that the ideal life is to find some people who are comers, who are going to be achievers in their own field, who are people you can trust. Then grow old together. A different picture of the benefit of teamwork, a peaceful and secure picture; but isn't that what we really want.

ACTION POINT: Seek up and comers that you can trust to build your team.

Discussing Price

price resistance is the most common objection salespeople will encounter

Customers will always complain about price. Indeed, price resistance is the most common objection salespeople will encounter and can be the hardest to resolve. However, as with other types of objection, understanding why the customer is objecting and turning that objection into a need can be an effective way of managing the resistance.

ACTION POINT: Don't confuse price with value: people are always willing to pay more if they understand the value they are getting for their money.

Setting Objectives

with the client's agreement you can now move toward meeting the objective and edge closer to closing the deal.

When you re frame the concern as a need, make sure it is a need that you are able to address. For example, don't say something like "It seems like you need to get a lower price" if you can't move on price. Instead, try "As I understand it, you need to see more clearly the cost/value equation here."

After you have re framed the objection confirm with the customer that they agree with your interpretation. You have now converted their objection into a new objective--with the client's agreement you can now move toward meeting the objective and edge closer to closing the deal.

ACTION POINT: Turn objections into objectives you can address.