How to Handle Cost Objections in Sales

Price objections are a common hurdle, but they don't have to be a dead end.

Handling cost objections in sales is crucial for building trust and closing deals. When a prospect says, "Your offer is too pricey," it's not just about addressing the price—it's about understanding their concerns and demonstrating the value of your solution.

You need to build muscle to handle objections, and rejections in sales. But you also need to be prepared to handle objections before you lose another possible opportunity.

Handling objections, especially those related to pricing, is crucial for your sales team, as it allows you to build trust, clarify misunderstandings, and communicate the value proposition effectively to prospects.

Here are four steps to help you manage cost objections effectively:

1. Understand the objection

To overcome a cost objection, you first need to understand what it really means. Is the prospect genuinely concerned about the price, or are they using it as a reason to delay their decision? Use open-ended questions and active listening to explore the underlying reasons behind the cost objection.

You can use open-ended questions, active listening, and empathy to probe deeper and uncover the root cause of the objection. For example, you can ask:

  • "What makes you say that?"
  • “How do you measure the value of this solution?"
  • "What are the consequences of not solving this problem?”

2. Align with the value

Align your solution with the value that the prospect is looking for using Sales Methodologies, and Job Stories.

You can do this by highlighting the benefits, outcomes, and return on investment (ROI) of your solution, and how it can help the prospect achieve their goals, solve their pain points, or improve their situation.

You can also use stories, testimonials, or case studies to demonstrate how other customers have benefited from your solution, and how it has paid for itself over time.

3. Negotiate the terms

Negotiate the terms of the deal, if possible and appropriate. You can do this by offering discounts, incentives, payment plans, or other options that can make your solution more affordable, flexible, or attractive for the prospect.

However, you should not compromise your value or give away too much without getting something in return. You can also use urgency, scarcity, or exclusivity to create a sense of FOMO (fear of missing out) and motivate the prospect to act quickly.

4. Handle the pushback

Handle the pushback that the prospect may still have. You can do this by using the feel, felt, found technique, which involves acknowledging the prospect's feelings, relating to their situation, and offering a solution.

For example, you can say: "I understand how you feel. Many of our customers felt the same way before they tried our solution. But what they found was that it actually saved them money in the long run by reducing their costs, increasing their revenue, and improving their efficiency ."

Leveraging Automation Tools to Effectively Handle Cost Objections

By strategically incorporating sales automation tools, like a shared inbox, business phone system, email sequences, and sms sequences, sales teams can address cost objections more efficiently and build stronger relationships with prospects. These tools help streamline the process of understanding objections, aligning with value, negotiating terms, and handling pushback, ultimately leading to increased sales success and customer satisfaction.

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