John R. Ingrisano
Here’s a hot-flash business rule: People find a way to afford what they want. Don’t think so? Well, think again.
That’s why you can walk into young couple’s flea-bag apartment and see second-hand furniture, empty frig, no frills; they’re barely getting by, making minimum credit card payments.
BUT, son of a gun, there’s that wide-screen TV on the cinder-block bookcase, along with more electronic games and gizmos than you can shake a stick at. Oh, and don’t forget the full-feature iPad with apps galore, with payments that probably run a hundred bucks or so a month.
My point: It’s not your business to decide what your prospects can afford. If you have a quality product in which you believe and that you believe will make their lives better, present it, stressing the important features and benefits. If they buy it, it’s their business.
However, if they object that “We love it, but we just can’t afford it,” you’ve done a lousy job of presenting your product or service. Remember, the vast majority of sales are based on emotion and desire. So, if the prospect said “Thanks but no thanks,” you left something unsaid, left some need uncovered, left some question unanswered.
Maybe you either presented something they simply did not want … or you did a lousy job of presenting it. You didn’t find their hot button or ignite the spark that made them WANT what you have.
So, rather than just nodding your head when you get that I-can’t-afford-it excuse and walk away, figure out where you failed to connect, where you did not uncover the need in a way that made them want to own it … or absolutely have to have it.
So, work hard, make money, have fun … and do some serious soul searching if you keep running into the “I can’t afford it” objection.
Need help with your sales? Check out my book, The Back to Basics Book of Selling. Also, if you want to book training for your sales people or a speaker for your next big meeting, call (920) 559-3722, or email me at email@example.com.
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