A short sales-coaching video by Eric Deeran explaining that prospects' stated objections (e.g., "I need to think about it" or "this is too expensive") often mask underlying beliefs about value or ROI. The speaker advises sellers to reinterpret objections as concerns about perceived value and to address those underlying doubts to close more deals.
If you're ever in a sales meeting and you get objections, one thing that always will help you close more deals is realizing that what a prospect says is not what they actually mean. Because what they say, they say one thing, but they're really thinking something else. So, for example, they say I need to think about it, but what they really mean is I am not certain or I don't think I can actually get an ROI on what you're proposing to me, or I don't think it's really that valuable. Same thing goes if they say this is too expensive. What they really mean is this isn't that valuable. Because if you look at gym owners, if you're proposing a gym owner a $10,000 video, they've spent hundreds of thousands of dollars on gym equipment for their gym. It's not that it's too expensive. They just don't see the actual value in what you're offering.
