No one ever objects to value. They will object to lack of value, or their perception of lack of value. Price is a frequent objection and is directly tied to objection to lack of value or perceived value. The conflict is often the perception of value versus the price.

A sales person's product knowledge is important, but the customer's knowledge of value is more important. Your job is to help them understand the value is worthy of the price. "I want the best but I want the cheapest price," is a common unspoken objection.

"If value is important to you, Mr. Smith, then you'll appreciate our top-of-the-line riding lawnmowers. In the long run, they will save you more money and make your life easier. Here, let me show them to you." Now, you've established the value. Build on it through the demonstration period of the sale. Ask for their input along the way. Don't talkask, "Will you be using it on slopes. This model is much safer on steeper lawns than the lower priced lines, and you are smart to consider the better product."

"Will you be using it to mow in tight places? If you are mowing in tight places, this model is the better choice." Long before the close, the value has been addressed and established.

"I have researched all the other brands and Consumer Report says that your competitor's brand is the best." Don't you love that one? Then why did you come in here? He wants the best price and the best value and he didn't believe Consumer Report. "I appreciate your not accepting their verdict, and decided to see for yourself. I can assure you tht our brand is comparable in many ways and excels in the areas that are really important to most our best customers. Let me show you why." Consumer Repot just went in the trash. "What is the most important thing you are looking for in a mower?" He came to you and told you what is important. You have the product. You have the knowledge. You have the quality. Most importantly, you have the customer. Your competitor has Consumer Report. Who will get the sale?

Learn more about this author, Will Kester.
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