Customer objections fit nicely into five categories: price, cost, value, games and process.

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Price objections are short-term objections, as the buyer may not have the budget or money to afford your alternative. This includes sticker shock, expectations of a lower price, and buyers that just don't want to pay what you are charging. Their attitude does not make your pricetoo high.

Cost objections are long-term objections, because the root cause of the objection may be a broader cost-cutting effort by the buyer. Your price is part of an austerity program or efficiency initiative. Value objections refer to the buyer who does not see the equity between your price and your package or the difference between you andthe competition.

Games are the gambits, ploys, and maneuvers that buyers use to driveprices down. These include knee-jerk reactions to any price. Their attitude is that there is always a lower price if they hang in there long enough. Sales people that play the game reinforce this behavior.Process objections include company policies or procedural guidelines that mandate competitive bids. In most cases, the buyer must followthe prescribed buying process that may include national contracts orformal bids.

There is no one way to respond to all objections. The first step isto clarify what the customer is really saying. Then, you can choose your response strategy.

What do you think? Is this something you can benefit from or do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author and Educator: Has One Simple Goal Improve a Million Automotive Sales Consultants Lives

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