How to Eliminate Price Objections

Virtually every person in sales experiences price
objections. Unfortunately, the majority of sales
people take the wrong approach and try to box
customers into a corner by asking questions such

“If I can do that price, do we have a deal?”

“Is that the only thing holding back?”

“What do I need to do to earn your business?”

“If I can offer a solution would you be willing to buy today?”

“What do I have to do to get you into that unit?”

Give me a break! These are nothing more than
manipulative sales tactics that, ultimately, make
a customer feel uncomfortable and coerced into
buying the product or service.

The real key to solving objections is to work at
eliminating them altogether. You can accomplish
this by investing more time qualifying your
customer. Salespeople who ask more questions
generally face fewer objections during the
selling process. The reason is simple—they
uncover potential objections early in the sales
cycle. Questions that will help you uncover
potential objections include:

“Who else is involved in this decision?”

The purpose of this question is to establish who
else has input in the decision making process. If
someone else has influence on the final decision
you may end up spinning your wheels trying to
close the sale without her present.

“What time frame are you working with?”

This question is much more effective than asking,
“When were you looking to buy?” which can put
people on the defensive.

“Who else are you talking to?”

This helps you understand what other vendors or
companies are bidding on the project. This can
assist you in differentiating yourself from your

“What was your experience with…?”

Based on the customer’s previous experience(s)
you can now position your product or service to
exceed their experience at your competitor.

These questions will draw out information from
your customer. This information then allows you
to position your product or service in a manner
that best suits the customer’s needs and wants.
I’ve had many salespeople in my workshops
question this line of thinking and approach with
objections such as:

“Asking all these questions takes too long.”

“People won’t give me the answers I’m looking for.”

“I’ve tried this and it doesn’t work.”

“I’ve been given a script to use for every objection so I don’t need to do this.”

“My customers care only about price so it doesn’t matter what questions I ask.”

I certainly understand and appreciate each of these objections because they are valid. Here are
my responses:

“Asking all these questions takes too long.”

You’re right, qualifying DOES take time.
However, proportionately speaking, it takes less
time to ask these questions than it does to
overcome an objection because a customer is less
defensive. Many salespeople actually spend more
time trying to overcome objections than they
would have asking questions.

“People won’t give me the answers I’m looking for.”

People will tell you anything you want to know
providing you give them a good enough reason.
Once you establish a safe, comfortable
environment customers will open up and tell you
things you never dreamed of. Your goal is to ask
questions in a non-threatening manner, to listen
to their responses, and to help them relax and
feel comfortable.

“I’ve tried this approach and it doesn’t work.”

I won’t dispute the fact that some salespeople
have a difficult time applying this concept. In
fact, many actually experience a decline in sales
when they first try to implement this concept. I
suggest that you keep practicing until you become
comfortable asking questions such as these. Once
you become relaxed your customers will also
become more comfortable and this will result in
more sales.

“I’ve been given a script to use for every
objection so I don’t need to do this.”

Many businesses give scripts to their sales
staff. However, this approach seldom addresses
the real concern a customer has and can sometimes
offend them.

“My customers care only about price so it doesn’t matter what questions I ask.”

This is not an uncommon perception among
salespeople. However, this perception may be
incorrect. Although price is a factor in
virtually every sale it is seldom the primary
issue. Many people look for overall value, not
price. When you ask them quality questions, you
begin to differentiate yourself from your
competitors. Once you begin separating yourself
from other similar businesses you give people a
reason to focus on issues other than price.

Asking questions such as these will help you
prevent some objections from arising. The goal is
to learn enough about your customer’s situation
to present a product/service that fits his or her
needs and want so closely that you give them a
compelling reason to buy from you, today, at your

Kelley Robertson, President of the Robertson Training Group, is a professional speaker and
trainer on sales, negotiating, sales management and employee motivation. He is also the author of
“Stop, Ask & Listen – Proven Sales Techniques to Turn Browsers into Buyers.” For information on
his programs, visit his website at Receive a FREE copy of “100 Ways to Increase Your
Sales” by subscribing to his 59-Second Tip, a free weekly e-zine available at his website. You
can also contact Kelley at 905-633-7750.