One of the most common objections in sales is typically one that can easily throw off your sales presentation entirely. This is because when you hear it, you’re not prepared to answer it…. Yet.
You’ve all been through a process where you’re just getting started, you’re just asking questions about the potential client’s needs, you get to your presentation, and all of a sudden your prospect cuts you off and says, “Amanda, I’m totally with you, but it’s all going to depend on the price. So just go ahead and just tell me. I need to know what we’re working with here.”
Before you even get to find their need, before you present value, they’re cutting you off and immediately want to know the price.
Now that’s a tricky situation because you just can’t evade the question, right? There are people who are going to catch on to that. It’s not going to help you and it’s definitely going to not build trust with your prospective customers.
But how do you avoid answering that when you’re not prepared to tell them yet? That’s important to remember because upfront you are not prepared to tell them that.
Because the moment you share the price, poof! Your entire sale just went up in flames because everything they hear after that, it’s all about the money. It’s all about the price.
You can’t tell them the price until you’ve found a problem. The problem has to be bigger than the price, which is why you can’t tell people how much it is upfront.
How do you get around it? How do you not completely evade the question, build trust, and eventually get back to it with your customer?
This is what we call the “boomerang” technique. It’s one of my favorite questions to ask and I love asking it because it’s a game. I use this as a game with myself in all conversations.
The boomerang is just defined as, “answering any question that you’re not prepared to answer with a question.” If you think about it, any question in the world that you get, can be answered with another question.
For this specific objection “How much is it,” here is what you want to say, “Hey, I completely understand this is something you want to know and I promise we’re going to get to that. But at this point, I really don’t have enough information to even give you a quote or even guess how much it is. However, if you let me ask you a couple of quick questions, I can get straight to that. Is that fair?”
In nine out of 10 times they’re going to say, “Sure, that’s fair.”
So let them know it’s not going to take a long time, you are going to get to it, but you have to cover just a couple of quick things first and then you’ll get right to it. So again, it’s called the boomerang question.
Answer their questions, their objections with a question so you don’t get off-guard upfront. You want them to focus on their problems and how you can help solve them, not the price.
Amanda Johns Vaden is a founding partner, executive coach and senior consultant at Southwestern Consulting. She has worked with over 400 sales offices nationwide. Amanda is the author of the upcoming books Unspoken: Redefining Expectations Between Men and Women in the World of Work and 4-Dimensional Follow up: Increasing Client Retention and Customer Loyalty Through Follow-Up