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When a prospect says a competitor has better pricing, ask which competitor to understand their offer, then shift focus from cost to results. A cheaper solution that costs more to operate or underperforms isn't actually cheaper.
When a prospect says a competitor has better pricing, ask which competitor to understand their offer, then shift focus from cost to results. A cheaper solution that costs more to operate or underperforms isn't actually cheaper.
So how do you respond when your prospect says your competitors have better pricing? You've got to take them out of price or cost-based thinking to results-based thinking. Now you first might want to also clarify and ask them, oh, who have you actually been talking to? Well, I'm talking to XYZ company and XYZ company. Now why would you want to know that? Because now you probably know the pricing of those companies. Maybe it doesn't work as good as what you offer, right? Let's say if you sold windows, home improvement, they come back and give you that objection. So you always can start like, well, it really just depends on the results you want because I mean, we could get you like a cheaper window, like Company XYZ, but how do we be able to like lower your utility bill every month if we just gave you like a cheap window where the cold draft keeps coming in or whatever it is, right? So I can start reframing.
