Price Isn’t Always the Real Objection

We hear this one all the time:

“It’s too expensive.”

And sometimes it really is about price.

Maybe the customer has another option that makes more sense financially. That happens.

But I don’t automatically assume price is the whole problem.

Sometimes when someone says, “It’s too expensive,” what they really mean is:

“I don’t understand why this costs more.”

Or:

“I’m not convinced I need this.”

Or:

“I don’t see enough difference between what I already have and what you’re offering.”

Those are different conversations.

If I immediately start looking for discounts every time somebody says the price is high, I may completely miss what they’re actually telling me.

That’s why I like asking questions.

“What were you expecting it to be?”

“What are you comparing it to?”

“Besides price, how do you feel about the coverage?”

Now you have something to work with.

Maybe you discover that they’re comparing two policies that aren’t really the same.

Maybe they don’t understand one of the coverages.

Maybe you discover that price truly is the deciding factor, and that’s okay too.

The point isn’t to argue with the customer.

The point is to understand the objection before you try to answer it.

Sometimes producers hear an objection and immediately start talking.

Slow down.

Make sure you’re answering the objection the customer actually has.