By Dave Kahle

Five Ways to Prevent the Price Objection

“Your price is too high!”  The infamous price objection.  Wouldn’t sales be a great profession if we could somehow wipe it out and never hear it again?

Unfortunately, that will never happen.  Too many of the people with whom we deal are paid to get the best deal they can.  And that means asking for a better price, even when they know they are getting a great deal.  Human nature being what it is, it’s only natural for many people to try to get the best price they can get.

That being said, it is still possible to reduce the number of times we hear it, and, perhaps more importantly, it is possible to reduce the intensity of the comment.  In other words, we may still hear it, but many of our customers won’t mean it as intensely as they once did.

While we can’t control our customers, we can control our behavior.  Many times, it’s our behavior that prompts the customer to ask for a discount.  By changing our behavior, we can impact the customer.  Here are five specific strategies to help you prevent the price objection, by focusing on our behavior.

1. Look like you are worth more.

Our appearance impacts the customer’s subconscious view of our value.  If we look like we don’t value ourselves, it’s natural for the customer to assume the same about our product.

I will never forget a salesperson for one of my clients who came to see me, concerned about the pressure his company was putting on him to get results.  He chewed tobacco and had the yellow teeth and spots on the leather vest he wore to confirm that fact.  A wrinkled pair of blue jeans topped a pair of dusty cowboy boots.  He looked like a reject from a consignment shop.  His appearance screamed “cheap.”

If you look confident, competent and successful, you send the subtle message to your customer that you, and your offering, is worth a little more.  You just look like you are less likely to discount your price in order to get the order.  Practically speaking, that means to dress like your customer, only a little better.  Project a demeanor of a successful, confident salesperson.

2. Believe in your price/value relationship

Do you believe that your offer represents a good value to the customer?  If you don’t, it will be difficult for you to convince the customer of it.  You don’t have to believe that your product is the best or that your company is the best.  You just have to believe that it is a good value, giving the customer his or her money’s worth.  More people buy Fords than buy BMWs.  It’s not about being the best; it’s about a good value.

This can be difficult if you, in your personal life, are a bargain shopper.  If you refuse to pay the asking price for anything and won’t buy it if it’s not on sale, then you’ll have a difficult time convincing your customer to pay the full price for what you are selling.


Copyright MMXVIII by Dave Kahle. All rights reserved.

Originally published: Five Ways to Prevent the Price Objection | Dave Kahle Wisdom

About the author:

Dave Kahle is one of the world’s leading sales authorities. He’s written twelve books, presented in 47 states and eleven countries, and has helped enrich tens of thousands of salespeople and transform hundreds of sales organizations. His book, How to Sell Anything to Anyone Anytime, has been recognized by three international entities as “one of the five best English language business books.” Check out his latest book, The Good Book on Business.