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Try This Sales Judo to Defend Against a Customer’s Price Objection

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THE SITUATION: You’re getting that old price objection again: “The price is too high.”

But instead of answering with a standard “What would you be willing to spend?” why not ask:

HOW DO YOU DEFINE PRICE?

WHY SAY IT: Now your customer is on the spot to explain exactly what considerations go into price for him – while you learn more about him. His answer could be the key to closing the sale!

SOURCE: INSTORE

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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