Why Price Objections are always a Sales Obstacle

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In the world of traditional selling the fee always seems to be too high. Even if your service or product is superior, prospects still tend to commoditize it in order to make the fee an issue. Why is this tactic such a common occurrence?

Reasons for Commoditization

Let’s go to day one on the job for the typical sales person. What type of training do new sales people receive? They receive product knowledge training. We create experts out of them. However, are they experts at who you are, what you do, and what you have done for others? Or, are they experts at knowing why the prospect is going to buy and why the prospect is going to buy from you? At the end of the month which of the two areas of knowledge really matters most to your bottom line? Typical sales people barrage the prospect with who they are, what they do and how much better they are than the competition. In other words the communication is strictly “I” Centric.

Step outside the box for a moment and answer the following question—what is the reason you buy something? You buy for YOUR reasons, not the sales person’s reasons! However traditional selling methodology dictates product knowledge indoctrination during a sales person’s initial involvement with any sales organization.

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How the Needs Analysis Backfires

Many of you reading this tip have either experienced, or at least know of the many sales processes and sales psychologies out in the market place. Without naming any sales training system or philosophy by name, let’s just say that many have the same thing in common. They all teach you to do a Needs Analysis, followed by your sales people spinning your strategic solutions to better fit the identified needs. But what does your strategic solution consists of—it consists of features and benefits!

Well here we go! This communicated solution starts the process of commoditizing yourself and placing yourself inside a box only to find yourself having to defend yourself and your pricing.

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