Savor the Success - The Premium Business Network for Women Entrepreneurs.

            If you’re a business owner, you’ve heard it. The most common excuse a customer will use to not buy what you’re selling: “I can’t afford it.”

But are you ready for another one of my secrets?  When a customer objects to price, it’s never about the money.  Ever.

            People use the standby money objection because it’s the easiest way to get you to retreat. It gives them a protective barrier, so they can hide from making a decision.

            When you buy into a customer’s money story, they have effectively sold you on why they won’t buy. Instead, realize there is something beneath their objection to the price.

 “I cannot afford it” can mean a number of things. It’s your job to ask questions and find out what that is.

            Here are three ways the conversation could play out:

Scenario #1

            You: Tell me why you think you cannot afford it?

            Customer: I just don’t have it in the bank.

            You: Let’s pretend you had the money, would you want to buy this?

            Customer: Yes, I just don’t see how to come up with the cash.

            You:  So to be clear, money is the only thing stopping you from signing up, is that what you are saying?

            Customer: Yes.

            You: What if we were to brainstorm for a minute and talk about what you could do to get the money. Any ideas occur to you?

            Customer:  Well, I could make payments.  Or I could sell something.

            You: Those are some great ideas.  Does one of them strike you as the solution or get you excited?

            Customer: I like the idea of selling something. I need to do that anyway.  Tell you what, I will run a promotion with the intention of raising enough money to pay for this program and get back to you.

            You:  That sounds like a great idea.

Scenario #2

            You: Tell me why you think you cannot afford it?

            Customer: I just don’t have the money.

            You: Let’s pretend you had the money, would you want to buy this?

            Customer: Yes and no.  I like what I am hearing, but it seems like the process is too time consuming for me right now.

            You:  Okay, so it sounds to me like the money isn’t really the issue, it’s that you don’t have the time to commit to this right now?

            Customer: Yes, that is more of the issue.  I am too busy right now and want to get the most out of this program.

            You: If I could ask, are you always this busy or is this a temporary situation.

            Customer:  Well, I am always this busy, now that you ask.

            You: Based on what you are telling me, it sounds like being too busy is exactly the problem you want to resolve.  And, if this is normal for you, there isn’t ever going to be a slower time so why not now?

            Customer: You raise a really good point.  I think that is my excuse for staying stuck or in limbo.  Now that you have me thinking about it, is that something we could work on?

            You:  Yes, and I think this issue is what is in your way in all areas of your life. How would you feel about getting started two weeks from now? 

            Customer: You know, I like that idea. 

Scenario #3

            You: Tell me why you think you cannot afford it?

            Customer: It’s too much money.

You: That is interesting you say that.  Tell me why you think it sounds too expensive?

            Customer: Well, to be honest, I don’t see how I can justify the cost.

            You:  So tell me, is it that you haven’t ever spent this kind of money before and that is making you nervous, or is it that you don’t see how you can make your money back? If they answer they have never spent this much money before, restate your unique payoff proposition.  If they say they cannot see how the value is worth the price, tell them a true story about one of your customer’s successes with your product or service. 

            By now I am sure you can see clearly why it’s never about the money.  Using money as an excuse is a great way for the customer to create a dead-end street.  If you don’t probe and find out what the real story is, you end up leaving money on the table.