How To Handle Objections About PRICE (Live Role-Play Sales Training )
Sabri Suby leads a live sales training on handling price objections. When a prospect says the program is too expensive, probe whether it's about value or cash flow, then calculate what staying stuck costs them annually. If they're targeting $10,000/month but stuck at $4,800, that's $62,400 a year left on the table.
Chapters
Even when you start getting all excited and you. You've called 30 book leads and you finally get a hold of someone, they're the right fit, you get all carried away and you just want to be like, yes, I got one on the line.
Maybe I'll do it when I, you know, make a little bit more money and I get some more customers, just do a few more calls every day, and then I'll be able to come back and afford it.
Sure, not a problem, man. And look, you can certainly do that. But as we just ascertained earlier in this call, like, you've been trying that for the last six months now and nothing's changed. Right. You've tried to spend more time cold calling, you've tried to send more emails to get more referrals, and nothing's really been predictable or scalable for you, which is exactly why we're on this call right now. So, you know, you can definitely try, keep trying that for another few months. But honestly, man, what's going to change if you keep doing the same thing over and over again?
I get what you're saying, man. I just think that there's no way I'm going to be able to afford that kind of price. I think what you're saying is, I trust you, but that's just way too much.
Okay, so is it? Because. Is it just the price? Is it the upfront investment?
Yeah, it's just too much for me right now. Maybe if it was cheaper, I might be able to afford it. Maybe if it was like a thousand bucks, I would do it, but. Yeah, that's just a little too steep.
Sure. And is it just the upfront investment or is it the fact that you don't believe that this program, you know, is worth US Dollars?
Yeah, no, I think it. I think it would work. You know, I'm not sure if it'll work for me. I think everything in there's probably really valuable, but, like, I've. I've bought courses before and nothing really worked for me and I've spent money on courses and I failed with them before.
Okay, cool. Not a problem. And you mentioned that earlier in this call. Right. But you also mentioned earlier in the call that they didn't work because you didn't actually dedicate your time to it. But then when I asked you before we jumped into the investment whether or not you could dedicate your time to this and whether something would change if we did allow you to get access to this program, you said yes. So I guess I'm just going to ask that question again. Like, if we were to give you access to this program, do you think. Think you'd like, regardless of the price, do you think that you'd actually be able to dedicate the time to go through it? Because honestly, man, if it's just going to be another program that you add to your shelf, metaphorically, then I just don't think this is going to be a fit.
Yeah, no, I would. I would obviously do the course. I would do everything inside the course. But, you know, I want to be able to still pay my employees, and I don't know if I'll be. I'll be able to do that if I get this course.
Okay, and what happens if you don't get this course? So what happens if we. Let's just take this course off the table. Right? But what happens if you don't do something and you just keep doing what you're doing now? Will you still be able to pay your employees?
Yeah, I think I'll. I think I'll be fine. But I won't be able to build the business that I intended to build.
That's exactly why you should be doing this, man, because nothing's going to change if you don't change what you're currently doing. You know, like, you're just continuing to do the same thing over and over again and expecting different results. But if you don't change that and actually implement a predictable and scalable system into your business, how do you ever plan to grow this business?
And can I say something on that?
Yeah, go.
Can I jump in? So when you said that's exactly why you should do this, like, I would even, like, ask another question on that and be like, so you're not going to be able to get where you want to go. What does that even mean to you? And, like, make him expand on that and make that big before you even hammer down on. That's why you should do it. Because he's literally just giving you, like the. He's literally just giving you the reason why he's doing this, why he wants to do this. And, like, it's not wrong what you did, right? Like, that's fine and that could work. But I would make him just, like, explain to you, and I would get him to prove to you why that's so important. Important and why he's not going to get there.
We don't want to tell them what to do. We want them to tell us. Right? We want to have them arrive at it. So it's like, even though it's like it's so painful not just to go there because that's what he's got to do. It's like just by pulling back just that little bit more like Brock said. And instead of telling him that's exactly why you need to do ask another question so he arrives at that point himself. And the other thing that I would say is that like when you asked him about the upfront investment or the price, you didn't get a clear answer there. Right. And it's kind of like you just need to straight up ask them, is, do you see the value in the program and is it just you don't have the financial resources right now? Which one is it? Do you see the value in investing dollars to get a system that is going to get you to where you want to go, yes or no. And you have to squash that completely and then come back to the cash flow. But he kept on throwing you red herrings where he was like, it's this and then it's that. And you didn't really get to actually get the answer that you needed because then he went back to Ivan, bought all these courses. So is it the value you don't believe? Because that's a completely different thing. So you don't have the cash flow. And then the other thing that we haven't done yet is assigned a cost to him not doing something. Cool, bro. But how long have you been there where you are right now? Okay, cool. So you've been there for 12 months, right? You're at 4800 bucks a month in revenue and you want to be at 10,000 bucks, right? So we just take your goal of the 10,000, but per month we minus your 4800, what you're doing right now. So it's $5200 a month. It's costing you not to be where you want to be. Right. And you've been wanting to be there for 12 months. So this is costing you $62,000 to stay where you are right now. Do you think that there's other people out there that are doing ten grand a month that are in your space? Yeah, I do. But you're not there. So this is costing you 62k a year. What are you going to do to get right and getting. You have to assign a cost to them just being where they are right now because they don't think that there is a cost. But there is. It's a huge, huge cost.
And all those objections I just gave Brian were the straight up objections. That I've been getting every single time.
Yeah. Okay. And that's a problem. You go through the program and you get so sold on the content that you try to sell the content and you try.
That was the biggest mistake I made, was after doing the course. I mean, I took pages and pages of notes, and I was so sold on what it was. It was a good first step, being sold on it. It's a great first step. But then being so excited about it that you're, like, sharing that excitement with people and you're like, oh, this is the best thing ever. And you're forgetting to, like, pull back on those people still and help them on their journey. Like, they don't give a fuck how.
Good the program is. They've got a problem.
And they don't care how cool you think it is either. You telling them it's the best program isn't going to get them to sign.
You know, so, like, that's. And we always talk about the dance of high ticket and selling, you know, Paul versus Paul, all that kind of stuff. Like, I like to push really hard without being pushy, right? And the way that you do that is all based on your tonality, your cadence, how you deliver those things, right? And even, like, there's so many, like, little. Little things that you can do in that process. Like, we've all had people in the sales cycle that they're a 10 out of 10. Everything's all good. The money makes sense that they're willing to go. And they almost try to push the call there faster than the normal rhyth.
Right.
Of where we want to go. Right? And they're like, oh, man, I've already read the book. I'm ready to go. Like, let's. Like, how much is this thing? How much is it? I want to get. Get involved in the program. Right. And that's where it's very easy. Or even if you get buying signals in the call, it's very, like, easy to get excited and want to get to the part where you do ask for money. But when you're doing this. Yeah. And you've got to. Even when. When that happens, you want to pull back when you get the first. Yes. And you want to further qualify. Like, oh, yeah, like, I'm ready to go. I've read the book. I'm sold. I'm ready to go.
Yeah.
Yeah.
Cool, Cool. I'm going to need to see. This is going to be a right fit for you first. So let's step back a little bit. Tell me what you guys are currently doing right now. But I'm not like, excellent. Fantastic. Well, is there any other reason you. This wouldn't make sense. Right? Like, you have to. You've got to keep pulling back on that thing. Even when they're giving you the. Yes. As I'm ready to go. Cool. I don't know if we're ready to go yet. I've still got some things that I need to check to see they check out before we see that, we can invite you in or it's going to be a good fit for us.
Cool.
Oh, shit. Like, this person's in control of the call here. Yeah, yeah, I'm in control. I'm the captain. You look at me, right? So, like, that's how you've got to. Even when you start getting all excited and you. You've called 30 book leads and you finally get a hold of someone, they're the right fit. It sounds like they've got budget. You know, you get all carried away and you just want to be like, yes, I got one on the line. And then you try not to go through your normal process and just try to get to the point where you can do your pitch. Hey, guys, if you're enjoying these videos, please, like, subscribe and hit the bell button as we're dropping a video like this every other day on YouTube. And if you've got any questions, just leave a comment below with heysubri and I will do my best to get to it.
