When people say “I can’t afford it”, they don’t really mean it.
What they actually mean is this: “I don’t want it bad enough.”
People buy things every day that they can’t afford. They buy houses, automobiles, boats, motorcycles, swimming pools, airplanes, jewelry, country club memberships, second homes, pets, vacations and yes…even lottery tickets.
And, in many cases, they actually can’t afford it…but they buy it anyway.
The answer is simple. They wanted it!
And, of course, sometimes we see that the reverse is true. They obviously can afford your product/service, but they still say, “I can’t afford it”…which is a nicer way of saying, “I don’t want it”.
FACT…people buy what they want and not necessarily what they need.
Really sharp salespeople know this. They focus on finding ways to make the prospect want their product/service. They focus on selling value and benefits.
The next time someone says to you, “I can’t afford it”, you know you have failed to present your value proposition in such a way that the prospect finds it irresistible. You failed to push those specific emotional buy buttons that create the wanton desire to own your product/service. Your presentation was simply not persuasive enough.
ANOTHER FACT: Price is what you pay for something. Value is what you get in return.
Bottom line: If you will focus more on establishing the value and benefits of your product/service in the mind of your prospect…and less on price…you will be more successful.
Offering the cheapest price is not a sustainable advantage. It is a losing proposition in the end. Many businesses have learned this the hard way…and they are gone.
And that is something YOU really can’t afford!
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