This is how you deal with pricing objections

'We need some time to think about it. It's a big investment'.

Here's how to fix that. 

First. Pricing objections are NOT real objections.

Pricing issues is anxiety flaring up. 

Your lead wants the progress you promise but they're secretly afraid of what happens when they fire the current way of doing things. 

- What if your solution makes them look bad? 
- What if implementation is a mess?
- What if other jobs, tools, people they hired will make it flop? 

These anxiety stories cause friction between you and them. 

Smart people like you usually think that this needs logic. Facts, statistics and use cases. 

But if you look at them as anxiety stories, you'll see that they are actually about loss. The fear of loss.

This is why you can't overcome objections in sales by bringing up facts. It will probably help them ghost you faster. 

You need to address the unspoken fear underneath the decision. In your marketing. In your sales. In your product development. In your customer service. 

When you do, pricing objections disappear.

This can feel like an impossible thing to do. It's not. When you understand the anxiety stories, you will start to recognise them. First in your sales conversations. Then on your website. 

That's when you start to understand where your marketing budget is best allocated. And that's where unlocking ROI is as simple as solving a toddlers jigsaw. 

What are your prospects really afraid of, when they consider your solution? 


Next week: the habit story of your customers: what keeps them stuck? What makes them fall for seemingly helpful mainstream solutions? How to prevent them from going from 'happy' client to ex-client? 

Have a great weekend!

Desirée