Overcoming Sales Objections — “I Can’t Afford It”

Most people in sales run into this one sales objection just about the most of any possible sales objections . . . “I can’t afford it.”

Others that apply to the same thing,

  • “Not now”,
  • “later”,
  • “let me think about it”
  • “I’m just looking”
  • “It’s too high”, “too expensive”

When you get any of those statements you haven’t raised the perceived value of your products or services to the level that would make them want it so bad that they’d have to have it no matter what.

Just imagine . . . if the prospect believed that he couldn’t afford to miss out on it because it’s so valuable then he’d have already bought it.

But, now that you have that situation, let’s deal with it.

Have you asked them “How important is it?” If not, now’s the time to ask that. Because, right now they believe something else is more important than having what you sell.  It’s time to have that discussion, to discover what is more important, and why? Or is it REALLY more important?

When asking the question “How important is it?” let’s make sure that you are asking the RIGHT question. The IT in this question is the ultimate outcome they want. It may not be your products or services directly. One of the problems might be that your customer doesn’t see that your products or services will contribute to that “most important outcome.” So, dig into that. Discover what that ultimate outcome is, and how important is it to them. If it’s a 10 on a scale of 1 to 10, then it’s likely that almost nothing will hold them back from getting that ultimate outcome.

But it’s possible that they don’t see your product or service as a major provider of that ultimate outcome. Maybe you’ve been selling “the product” or “the service” without helping them discover how valuable it is to getting them that ultimate outcome. So, ask them, if they see your product or service as valuable in making that happen. If they don’t, them help them find their way to that conclusion.

Overcoming sales objections, whether it’s “I can’t afford it” or any other sales objection is a matter of asking questions to help the prospect find his way to the conclusion that you’ve got the answers they want and need. Don’t “justify” your position by providing more statements, and sales pitches. That NEVER works. In fact it chases most people off. Help them discover the answers that prove that you, your products, or your services provide that will deliver the ultimate outcome, the results they want.

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