In the back of every prospect’s mind when they are in the sales process, is a looming question about cost. Knowing this, it is important to speak to that question early and effectively. Otherwise, they will be closed off because their internal objection has not been spoken to, and if they really can not afford what you are selling, you should want to know that early on.
Name it
Getting a prospect to communicate where they are at in terms of price is a big step. This can be done by asking them how a certain price makes them feel, giving them a range of numbers to see if they fall between the two, or intentionally saying an artificially high price to get them to bring things down to reality.
Speak to It
In some cases, a prospect has a very limited amount of cash flow to work with. If this is the case and they are in a different ballpark when it comes to price, it will likely not end in sale. However, if they are surprised by how much it will cost, yet they do have the money to still purchase what you are selling, you are still in good shape. Speaking to how relevant of a problem they are dealing with, will help them see the relationship between your high price and their also big problem. Once they see this equality, they will likely start to feel better again.
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