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Responding to Price Resistance & Objections in Sales

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  • 0:05 A Definite Maybe
  • 1:22 Price Resistance
  • 2:30 Other Objections
  • 3:54 Lesson Summary
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Lesson Transcript
Instructor: David Whitsett

David has taught computer applications, computer fundamentals, computer networking, and marketing at the college level. He has a MBA in marketing.

You're a salesperson in the showroom and your customer says, 'This is too expensive.' What happens next? In this lesson, we'll examine objection handling and how to turn stalls into sales.

A Definite Maybe

You're a salesperson in a showroom and your customer says, ''This is too expensive.'' What happens next? In this lesson, we'll examine objection handling and how to turn stalls into sales.

If there were no objections in sales, sales wouldn't be such a challenging and rewarding career choice. An objection in the sales process is a signal of some unwillingness to buy. Sometimes you will be flatly rejected and there's nothing you can do, but many times an objection is simply a request for more information. It's important to remember that there's a lot of emotion in the buying process. An objection may mean that you haven't yet given the customer what they need to reach the tipping point.

A big part of being successful in retail sales is being able to read your customer. There's a fine line between being persistent and being pushy, so you need to sense when to move forward or go back. Asking open-ended, probing questions will often improve your understanding of the buyer's mindset. Doing this well will enable you to figure out the real reason for an objection, or why the customer may not be inclined to buy now.

Let's run through some of the most common retail sales objections, how you can identify them, and what you can do to overcome them.

Price Resistance

Price resistance is sometimes stated in the beginning in an obvious way (they tell you they can't afford it), and sometimes it comes out later after you address other objections.

When you hear a price objection from a customer, it can mean they haven't seen sufficient value in what you're offering to reach the tipping point. They need to justify the cost in their mind, and it's up to you to highlight the benefits. Give them specific examples of how the product will solve a problem. For example, explain that buying the refrigerator with the ice dispenser in the door actually saves energy because you don't open the freezer as often. If the objection is really over affordability, maybe you can offer the customer a payment plan, store credit card, or show them a less expensive alternative that will also solve their problem.

Saying ''I can get it cheaper online'' is a variation of price objection, known as showrooming, or looking at an item in a store and then going home to buy it online. Remind the customer they don't have to pay or wait for shipping. They can take the item home immediately. Offer price matching if it is available in your establishment.

Other Objections

Sometimes a price objection may be just one factor within a broader objection or the customer may have other reasons to delay a purchase. It is equally important to be able to identify and counter these objections.

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