"Can you lower the price?"

When a client asks, can you lower the price? Here's what you say. First, agree with them, Nick. It makes sense that you want the best price.

Now this is something that I totally disagree with. You want to diffuse the objection. You never want to give too much validity to the objection. You never want to reaffirm the thinking that is actually going to prevent them from moving forward. So when somebody says, can you lower the price? You don't want to say, hey, I totally agree that I should lower the price, or I totally agree that you should be looking for the best price. No, it's like, what's behind that though. You don't want to affirm it or disaffirm it. You just want to diffuse and then ask what's behind it, just so you're not validating the objection too much. And I see people make this mistake a lot, especially when they're talking about like the money, partner fear. They say, oh, I need to talk to my partner. And you say, oh, that makes sense. I need to talk to my partner too, when it comes to making big decisions. Again, I'm validating their objection. And then I'm going to make it harder to actually overcome. I want it do that. But then getting behind the objection, what he does later makes more sense.

Just to be super clear, Nick, is price the only concern for you, or is there anything else missing? This question will help you reveal the real objection. It might be the price or it might be something else.

And that's exactly right. It might be a price, it might be something else. You don't want to assume when it comes to these objections. So good on getting behind the objection. But I would say don't overvalidate any objection because it's just going to make it harder to actually overcome.