Have you ever heard a customer or prospect say something like this to you? What do you do? How do you respond? In this workshop, we explore what to do when a customer says this to you and how to prevent it in the first place.

We have found that most salespeople push back on this objection by working to state the possible benefits of a higher price. They say we have higher quality and better service, but what does that mean to the customer? The customer hears this constantly and begins to believe that everyone thinks they have better service or higher quality. Your canned responses to this objection sound canned and rehearsed. They do not win customers over to your point of view.

The goal is to convince your customers to focus on value instead of price. The best way to do this is to ask questions.

The price is what you ask your customer to pay for your product or service. Value is what the customer believes the product or service is worth. The latter must be greater than the former, or the customer will not buy. We must sell and negotiate value, not price. But how?

If your product or service incorporates advanced electronics, customization, a high-tech ceramic coating, or some other unique benefit, this technology adds value because of what it does. It boosts the value, but only if your customer believes it will. Without the added value, the price becomes irrelevant. In this workshop, we endeavor to create questions that help you position the possible benefits of your products, services, and company so that your customers see the value of the higher price.

Buyers of Swiss watches and luxury cars know that components and superior workmanship add to the cost of the watches and the cars but also provide higher quality, which shows in many ways. Enumerate the unique advances incorporated in your products and services and the benefits for your customers.

These may not be so obvious to your customer. Use your benefits to create targeted questions to uncover areas for your customer where your solution could significantly impact. Help your customers understand why they matter and how they can benefit.