Have you ever come to the end of a great
prospect call and heard, “I’d love to, but
it’s too expensive.”
Jerri was superb coach and trainer, but
selling made her nervous.
Whenever she heard,
“It’s too expensive, ”Jerri made the
rookie mistake of talking back to her
- “Not when you compare the value you’ll be getting.”
- “This program is actually half my usual rate.”
- “Do you know what Tony Robbins charges?”
- “Can you afford not to invest?”
- “What will happen if you don’t invest in yourself now?”
And more often than not, the prospect would hang
up with, “Let me think about it.”
And Jerri would follow up, and hear,
“Thank you for calling, but I can’t make a
Jerri was suffering and so was her income.
Jerri didn’t know was that there are
4 kinds of “too expensive,” and she didn’t
know how to find out which one she was
Here are the 4 kinds of “Too Expensive.”
The 4 Kinds of “Too Expensive”
- “I don’t have the money– period.”
- “I don’t know whether this is worth it.”
- “I don’t know whether this compares favorably to other options.”
- “I think that this is worth it, but I’m not sure I want to spend the money.”
Jerri stopped trying to answer the “too expensive” objection.
She started asking questions instead.
Jerri realized that she had to find out which “too expensive”
she was dealing with. Otherwise the conversation turned into:
“Who, me? Expensive? I’m not expensive. Not when you consider the value…”
This was the deadly trap Jerri had fallen into.
All she got was excuse after excuse.
She could not find the real deal-stopper,
So she couldn’t deal with it and close her client.
Finding the Real Excuse
Jerri learned to gently ask questions, such as:
- “Well, I mean, will they switch off the electricity if you spend the money?”
- “You know, having listened to your friends who’ve done the course, you think you personally can do it? They did it, but it depends upon you…
- “So, you’re saying that yes, you see yourself doubling your revenue. Do you think there’s an easier, cheaper way of doing it?”
- “You said you’ve misspent money in the past on programs? Do you feel that this could happen again with the one here?”
Faster than she could imagine, Jerri’s prospects
began to open up to her, because people tend to get
very honest when they feel respected.
And she was able to help them see what was really stopping
And by remaining neutral and questioning, Jerri helped
her prospects make a good decision – which frequently
became – to work with her.
Jerri began to sign client after client.
Her business began to grow, and so did her new-found
Don’t settle for the first “too expensive” you hear.
It’s a smoke screen.
© Ann Convery
Sales Training Consultant