How to Stop “Too Expensive” From Killing the Sale
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Visualize objections: Draw an arrow (PRESS P process) leading to a circle (the objection), with radiating arrows for all possible customer reasons for that objection. This helps in pre-analyzing and preparing for objections.
Differentiate smoke screens from true conditions: Understand that objections can be either a customer's genuine concern or a polite excuse. Your goal is to uncover the true underlying condition.
Prioritize 'PRESS P' (Prepare, Relationship, Evaluate, Settle anxiety, System diagnosis, Prescriptions): Excelling in these initial steps builds maximum trust and value, which significantly reduces the likelihood and strength of objections.
Use 'LEAP' (Listen, Empathize, Ask questions, Problem solve): When an objection arises, actively listen, empathize with the customer's perspective, ask clarifying questions to pinpoint the true issue, and then problem-solve accordingly.
Isolate the objection: Ask specific questions to determine if the customer is objecting to the recommendation/scope of work or solely to the total price. This guides your troubleshooting path.
Practice and prepare: Regularly review potential objections and their root causes. Consider which objections could have been prevented or addressed earlier in the 'PRESS P' process, and which are genuine conditions requiring a 'LEAP' solution.
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