Why Customers Kvetch About Cost
If there’s one thing that design professionals dread, it’s price objections.
They shouldn’t. I believe that questions about your price are buying signals. Prospects have to be at least somewhat interested in your cabinets, countertops or cooking systems to inquire about what they cost.
Sales guru Jeffrey Gitomer sees things a bit differently.
He contends there are five other The Tailor of Panama movies
reasons price objections surface. In his book Knock Your Socks Off Selling, he notes that customers object to your price when they…
+ fail to “see, perceive and understand” the value of your product or service
+ can buy the product or service cheaper elsewhere
+ don’t want to buy from you or your company
+ are not convinced yet
+ can’t afford it
