We’ve all been there before – being turned down by a potential customer because what we’re offering is “too expensive.” This perpetuates the money mantra, “I’ve got to keep my prices really low or no one will be able to afford me” for all too many heart-centered business owners.
All About The Benjamins
Any great sales person will tell you one thing when it comes to price objections — “It’s never about the money.” Really, it never is.
With rare exceptions, when someone doesn’t have the money for your products or services, it’s because they are not choosing to make what you offer enough of a priority to find the money or invest some of the money they’ve got.
Top 3 Reasons Customers Say “No, Thanks”
The reason someone tells you that they don’t want to buy what you are selling, is not likely because they can’t afford it, but because:
1. It’s not a real match for what they need.
2. They don’t recognize the value of what it is you have to offer.
3. They don’t want to prioritize your offer because of a block or resistance they have about making change.
No Harm, No Foul
The first possibility is easy to deal with. You sell yellow widgits and I need blue thing-a-ma-bobs. You could have the best yellow widgits in the world and be the most authentic and astute salesperson in the world, but what you’ve got isn’t a match for what I need. “Peace out!” as they say.
The second possibility places the onus on you, the seller, to clarify the value of what you’re selling to your prospect. It’s not your prospect’s job to intuit the benefits. It’s not their job to understand or assume how your services will help them, or be wowed by you based on your credentials. As business owners, it’s each and every one of our responsibilities to communicate the value of our offers in a way that our ideal prospects and clients will understand.
The bottom line is the success or failure of your business is indeed, your responsibility. And that means … sales.
A Change Will Do You Good
The third possibility is about their mindset related to change. Sometimes we can see possibilities for our prospective clients that are way more magnificent than they can see for themselves.
Often, we can also see the negative results of their not taking positive action toward change. But the human ego is a funny thing. Even when its self-identity is causing great pain, the possibility of change can appear far more threatening.
When you’re making an offer to someone whose opposition to investing is a resistance to change, small is in order. Be their Advocate by helping them to see a few of the small positive changes (rather than the big potential vision) that will be possible when they say “Yes!”
How do you overcome the “it’s too expensive” response to your sales pitch? Share your expertise – or questions – in the comments below.