Objection Overruled!
(Part Two of Four Dynamite Suggestions for Overcoming Price Objections!)
By Chris Croner, Ph.D., Psychology

Article Date: July 24, 2006

Reality Check.  Buyers, as we all know, sometimes complain that "the competition" is less expensive.  In his great book, "Crush Price Objections," Tom Reilly recommends asking the buyer to clarify what the competition really offers, then gently moving the comparison to "value."

Thus: "So you can see Mr. Buyer, that they will paint your house for less, but that their price does not include primer or a second coat.  We also guarantee our product for 10 years."

In general, buyers want to buy the better product.  It's our job to be sure they understand the differences and feel good about paying more to receive the premium value.

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