When prospects push back on price, most salespeople defend the cost. Instead, fight for their future outcomes. Shift from protecting your price to protecting their results, and the conversation transforms.
They want what you have. They're just afraid of the cost, the change, the risk. So the problem isn't that people are saying, I'm not sure. The problem is that most salespeople don't know what to do when they hear it. They start defending their price, their product, the program. They start talking faster. They start throwing in, you know, bonuses and discounting it and begging and and just shrinking. And I want you to hear this clearly. Your job is not to defend your price or your product. Your job is to defend the client's future. Your job is not to fight their objection. Your job is to fight for their outcome, what they want. When you get this, everything changes.
