Sales objection psychology breakdownfrom @theryankeip

Transcript

Alright. So if a prospect tells you they can get it cheaper somewhere else, congratulations. They might have just handed you your easiest close of the entire week. And most salespeople are about to completely screw it up. Because the second they hear those words, they start defending their price. They start explaining their value. Or worse, they start offering discounts that nobody asked for. But here's what I've learned about buyer psychology after more than twenty years in sales. When somebody tells you they can get it cheaper somewhere else, they're not necessarily telling you your price is too high. They're telling you they might not see enough of a difference between what you're offering and what they're comparing it to. That's a completely different problem. And the psychology behind solving it is actually pretty simple. Let me explain. Your prospect says, I can get it cheaper somewhere else. Here's what the average salesperson does. Well, let me explain why we're more expensive, and now you're defending yourself. You've created resistance. You've put your prospect in a position where they feel like they have to kinda justify their objection. Instead, I want you to say three worse. You probably rank, and then shut up. That's it. Because those three words do something psychologically important. They remove the immediate disagreement. You're not challenging their belief. You're acknowledging it. And when there's nothing to push against, there's less reason for them to defend their position. Now we can actually have a conversation. Here's where it gets interesting. Ask them, when you say cheaper, are we talking about getting the same result or just paying a lower price? That's a very different question than asking somebody to justify their price objection. Because now you're getting them to think about what they're actually buying. And here's the next question. What have you seen from the other company that gives you confidence you'll get the same result? Now notice what I haven't done. I haven't defended my price. I haven't listed a single feature. I haven't tried to convince them we're better. I'm letting them evaluate the difference. That's self persuasion, and it's one of the most powerful principles in sales psychology. People can become more committed to conclusions they reach through their own reasoning than conclusions somebody else tries to force on them. Now here's where you bring the conversation back to discovery. Earlier, you mentioned that getting this problem solved correctly was more important than simply finding the cheapest option. Is that still how you feel? And only use that question if that's actually what they told you. Let them answer. Then ask, based on everything we've discussed, which option gives you the most confidence? You're going to get the result you're looking for. And then let them rank. Because the goal was never to prove your price was justified. The goal was to help your prospect make a decision based on what they told you mattered most. And listen, if two companies deliver the exact same outcome at the exact same level of service with the exact same reliability, take the cheaper one seriously. But here's what I want you to remember. The most expensive solution isn't always the one with the highest price. Sometimes it's the one you have to buy twice. Stop defending your price. Start helping prospects understand what they're actually comparing. That's the difference between selling a product and understanding the psychology of why people buy.