How Will You Respond To A Prospect Who Asks About Price?

When you’re a salesperson, there’s nothing like the feeling when your inbound line rings. When prospects call you, they’re actively seeking you out, which means they have a pre-established interest in the goods or services you sell.

Common Questions

One of the most common questions prospects will open the conversation with you is, “How much does your product or service cost?”

When you field an incoming call, how do you normally respond to this familiar question? If you’re like many, you explain your pricing structure and tell your curious prospects that they can get X, Y, or Z for an affordable fee of just X number of dollars per month.

While that typical reply certainly answers the question, it will normally elicit a response that goes something like this, “Thank you for the information. I’ll need to think it over and get back to you.” How often have you heard this but never could reconnect with the prospect?

The mistake many salespeople make is taking a prospect’s question about price at face value. When prospects call you, they want to learn more than your prices. They want to know if what you sell can solve a problem they’re experiencing.

What to Tell Your Customers

Instead of simply answering the question that’s asked of you, you should seize the opportunity to tell your prospects what they really want to know – that you care about solving their problems. You can do this by asking them what prompted them to call you, inquiring about the obstacles they’re trying to overcome or discussing the issues they’re trying to resolve.

While asking probing questions will take more time than merely presenting a buffet of pre-packaged options and the relevant price for each, doing so can make a big difference for you and your prospects. In fact, it can turn your anonymous prospects into long-term, lucrative clients who see you not as a saleperson, but as a valued contributor on their team.

The next time a prospect immediately asks you about your price, how will you respond?

Try this, “We have a number of options available. So that I can answer your question, what’s prompting your call?”

Many times this question will shift the conversation about price to what your prospect values.

Learn More

Tips on Value-Selling
Overcoming Price Objections

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).