33 Responses to the Sales Objection, "Your Price Is Too High"

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价格异议在销售中很普遍 - 主要是因为大多数潜在客户都知道推迟成本会给他们带来折扣。

That makes it difficult to respond to a pricing objection if you don’t want to immediately lower your price. While discounting has its place in the sales process, being too discount-happy will destroy your margins and lower your product’s perceived value.

How to Discuss Price

This process will help you overcome price objections:

步骤1：潜在客户说结束后，停下三到五秒钟。
（如果需要，点击“静音”按钮。）

Step Two:Explore the pricing objection.According to sales trainer and consultant Colleen Francis, you can ask up to three questions before responding to the objection.

Step Three:总结一些句子的价格异议。

第四步：回到产品的价值。

Here’s an example (using response #23 from this list):

Prospect:“我们真的很喜欢该产品，但花费太多。”

REP：*Silence.*

Prospect:“The other options we’re exploring are 10-15% cheaper. Is there any way you can come down a bit?”

REP：“我明白。实际上，我和其他两个客户一样，最初对价格感到不安。但是他们发现的是……”

When to Discuss Price

According to Gong's analysis of 25,537 sales calls, there are clear-cut讨论产品价格的“最佳时间”- 在13到20分钟以及40和49分钟之间。

These findings make sense: High-performing reps bring up pricing at the beginning of the call to set their prospect's expectations, and again near the end so they can transition smoothly into the close.

While you shouldn't abruptly change the topic right when the clock hits 40 minutes, you应该构建会议，因此您可以在经历20％和65％左右的20％和65％时达到定价。

30 Responses to Price Objections

The following responses to pricing objections allow you to acknowledge your prospect’s concern without immediately slashing your price or causing them to walk away.

1.“与什么相比太贵了？”

“昂贵”是一个相对术语。他们是指您的竞争对手之一吗？他们是否参考不利用您的产品或服务可能需要花费多少？如果您可以找出潜在客户正在将产品或服务比较的内容，则可以更精确地区分价值。

2.“您如何得出结论[产品]太贵了？”

这促使潜在客户分解他们的推理。它可以更好地了解您的客户是谁以及他们的想法。一旦销售人员更好地理解了贴纸冲击背后的特定问题，他们就可以更轻松地解决它们。

3.“我们是否有一些盒子没有选中？”

Give them some space for input. See where you both stand in the transaction. Circle back and make sure the sales process unfolded to both parties' expectations. If nothing else, it can help your sales efforts going forward.

4. "I hear you. The best products are often more expensive."

According to销售专家Geoffrey James, "a price objection isn't 'real' until the customer has brought it up twice." Using this response the first time you hear "it's too expensive" can help you separate the prospects who truly don't have the budget from those who are merely kicking the tires.

5. "How much will it cost you to do nothing?"

Get them thinking about the situation at hand a bit more. Reveal the bigger picture. Show the hidden costs in the status quo, and put yourself in a better position to demonstrate the value of your product or service.

6. "Is it a cash flow issue, or a budget issue?"

这个问题是他们是否要求折扣（预算）或付款条款（现金流）的核心。一旦代表对异议进行分类，他们就可以更有效地谈判。

7. “Let’s explore some creative strategies for fitting this into your budget.”

如果您的潜在客户没有足够的资金，请尝试找到解决方法。假设他们的部门有针对软件的设定预算，并且有一个专门用于维护的单独的预算。bob电竞官方下载您可以为您的产品发送一份合同，而不是向他们收取一个固定价格，而是为您的服务费发送了一份合同。现在，您已经捆绑或打开了解决方案，您的潜在客户可以将其适合预算。

你也可以比尔买方阶段。假设your product would max out their quarterly budget — and they need to save money for other purchases. Charge them half now, and half next quarter.

Not only will the buyer appreciate your flexibility, but you’ll rescue the deal without compromising on price.

8. "Let's say money was no object. Would our product/service help solve your problem?"

这是回到价值的快速轨道。让他们考虑自己的情况，并想象您的产品或服务可以为他们做什么。如果他们有那张理想主义的图片，他们将更倾向于听到您的现实命题。

9. "What's too expensive?"

（轻轻地）提示潜在客户解释他们对产品/服务的概念。听到沿着“嗯，对于x，y和z来说，这是很多事情”的响应，这揭示了它们的低价值感知。

10.“太昂贵了？这是关于的。”

Concerning because this product/service is so valuable for the cost. Nudge the prospect back to value. Be careful with this one, you don't want to sound too overly aggressive or condescending.

11.“价格是唯一阻止您签名的东西吗？”

This one can bring other important issues prospect has to light. If they have any other objections the salesperson needs to address, this question will surface them.

12.“好吧。那你不想要哪一部分？”

您要告诉买方的是价格与价值密不可分。因此，如果买家不想支付全价，他们将无法获得全部价值。这个问题可能会促使他们重新考虑。

13.“价格会阻止您获得真正想要的东西吗？”

您并不是直接称他们为便宜，而是在他们的脑海中提出这个问题。而且没有人喜欢便宜，尤其是当他们的业务处于生产线上时。另外，这将揭示您的产品或服务是否不是解决问题的理想解决方案。

14.“这是否意味着我们将永远没有机会共同努力？”

弗朗西斯argues that the word "never" is the kicker.

"When it comes to handling sales objections, 'never' is the most powerful word in the English language,"弗朗西斯writes。“大多数人都讨厌它。结果，绝大多数前景会回答：'好吧，不……不是never!'"

The salesperson can then probe into the conditions required in order to strike a deal and adapt terms or walk away accordingly.

15.“抛开价格，我们有要购买的产品/服务吗？”

Be frank with them. Get a definitive picture of their interest in your product or service. If they say yes, you can follow up with #12. If they say no, determine if it makes sense to go back to value or abandon the deal.

16.“您想看到的投资回报率是多少？”

这使他们无法以“昂贵”或“便宜”的思考以及对业务的长期价值进行思考。它还使您能够客观地定义产品或服务的价值。

17.“一天似乎很昂贵，但让我们按月/季度将其分解。”

一次性付出的人似乎对任何人来说都是可怕的，所以将数字包裹得很厉害。向他们展示一种构想您定价的新方法。有数字了解成本如何在准备好几年，几个月或几天的时间里分配。

18. "Is what you're saying that our prices are high in comparison to our competitors'?"

Like so many others on this list, you have to deliver this one without aggressiveness or condescension. And if your price is indeed higher than the competition's, this question opens the door for the salesperson to differentiate on value.

19.“您以前买过类似的产品或服务吗？”

Another possibility is that the prospect has an inaccurate idea of what this type of product or service costs — perhaps because they've never purchased it before. With this question, you can clear up their misconception.

20. “Price is an important consideration. So I have some context: How much research have you done on what a typical investment is for a product/service like this?”

According to Andrew Quinn, VP of Learning & Development at HubSpot, the question behind this one is,“Do you already know what something like this should cost?”

Thanks to your prospect’s inexperience, they might be placing your product in the wrong category.

例如，您的解决方案可能同时具有数据存储和分析组件。如果它们将其与其他数据存储选项进行比较，它将看起来更昂贵。但是，如果他们用分析软件对其进行基准测试，那么您的价格与竞争对手一致。bob电竞官方下载

21.“您认为这太多了吗？”

前景可以改变他们听到回顾自己的观点时的感受。向后喂养他们的线迫使他们解释他们的位置，并可能在此过程中重新考虑他们。

22.“您最后一次仅根据价格购买商品是什么时候？”

Again, no one likes to feel cheap. This question provides an excellent opportunity to differentiate your value from your competitors.

23.“我明白。实际上，我还有另外两个客户，就像您最初对价格感到不安。但是他们发现的是……”

Empathize with the prospect, and then address their concerns with a strong case study that proves value. Be able to demonstrate real results — having hard figures is a big plus when doing this.

24. "In your own business, is your product/service always the least expensive option available?"

If you're a B2B salesperson, this is a great line to have in your back pocket. The buyer's organization has to win deals too, and they probably do it on value and not just price. If delivered correctly, this line might elicit a chuckle — and a signed contract.

25.“您现在真的需要对我们的价格说不吗？”

Seems a little harsh, right? Not so according to Tom Reilly, the sales expert behind this approach.

"When the buyer says, 'I don’t know. The price is higher than I want to go,' try two or three ways to deal with it. If nothing works, offer this response and watch the expression on the buyer’s face," Reillywrote in a blog post。“我保证他们会提高eyebrows."

如果买方回答说他们现在不必说不再说，那么销售人员就可以建议潜在客户花几天的时间来超越价格 - 并意识到不说价格，他们对产品说不及其相关的值。

26.“ [沉默]”

Sometimes the best response is no response. When a salesperson simply falls silent after an objection, the prospect often begins to explain their rationale. The rep can then address specific concerns from there —no prompting needed.

27. “Up front, it's a significant purchase. But when we look at [weekly, monthly, yearly] ROI, you’ll actually save money.”

Put your product in context. Let them know you understand their hesitance and concern, but assure them that those issues can be smoothed over. Again, having hard figures to back up this question is huge.

28.“ [Prospect的名字]，我宁愿为今天的价格道歉，也不愿永远缺乏质量和您的不快乐。现在，不要让几美元让我们无法一起做生意。”

这个答复来自著名的销售人员和教练Zig Ziglar由Butch Bellah提供。从长远来看，这使您想起您的前景略微会伤害他们。

29. "Thanks for your honesty. How much were you thinking of spending?"

The prospect's answer will reveal whether they're in the right ballpark or playing in a completely different state. This response also turns the conversation back on them, so they're forced to take a stand or admit they were bluffing.

30. "That's a little surprising to me, because when we talked [earlier, on X day] cost was less of a concern. Has something new come up on your end I should know about?"

当您以前讨论价格时，请使用这种反对处理策略，这绝对不是问题。有些事情已经改变了 - 您的前景已经开始评估较便宜的替代方案，最终决策者要求他们获得折扣，他们的部门刚刚投资了其他解决方案，现在他们的预算较少 - 您需要弄清楚做什么。

31. "I don't want to force you into something here — but I also don't want you to miss out. Is this something that would be less of an issue next quarter?"

您永远不想抢购一笔交易，而这太折扣了，也不想让您的前景太多。从长远来看，提供陡峭的价格仅仅是为了完成交易，将对您的业务弊大于利。紧随其后的潜在客户真的负担不起可能会导致付款的提前终止或违约 - 也对您的业务不利。

Instead, be open to waiting until more budget opens up. A matter of weeks might mean the difference of thousands of dollars for your company and your commission.

32. "How soon would you need to see ROI for this to work with your budget?"

Telling your prospect they'll see 20% ROI isn't comforting when they have a strict budget and aren't sure how long it will take to see those returns. Ask them how soon they must see the benefits of your product/service and do the math with them to determine whether they can achieve that goal, even with their current budget.

33. "What are the most valuable parts of the product/service for you?"

If it's just not possible for them to afford your full product/service, ask which parts would be most valuable to their business and work with your sales manager to create à-la-carte pricing. This might not be possible with your business model, but if it is, you'll earn a thankful customer — and hopefully more business from them down the line.

Once you've gotten a handle on the blocker, you can determine whether it's surmountable or you need to walk away.

想了解更多吗？发现五个common objections in prospectingand how to overcome them.

Editor's note: This post was originally published in2018年6月15日and has been updated for comprehensiveness.