You've given the prospect all your product or service features, every reason to buy that you can think of, and testimonials from raving customers but as she shakes her head side to side she says the dreaded words, "It's just too expensive".

This is perhaps the most common objection of them all. And the myth that I wish to dispel is that this objection has anything to do with the balance of your prospect's bank account.

If you ask me if I'd like to buy a pack of gum, I'm likely to say no-think-you. But, I could also say that it's too expensive. WHAT? I can't afford a pack of gum? Well, I don't like gum. I don't know what it says about a former professional trombone player who can't seem to avoid biting his tongue and straining his jaw muscles when he chews gum, but the fact is, gum and I don't get along. So any price for gum is too much for me.

I just spent $250 for Apple TV. I couldn't give the store clerk my money fast enough! Considering how much I love my new online access to movies, I consider it a bargain. Too expensive? I would have gladly paid more.

Here's the point: Unless we're talking about things clearly out of our spending ability (for me, it might be a McLaren sports car or a 96′ Hargrave Sky Lounge-to name but a few), the objection of being too expensive is simply a cover for the real reason: I don't see enough benefit in it for me.

So what do you do when you hear, "It's too expensive" or "We don't have the budget" or "I can get it cheaper elsewhere"? You regroup and determine if this person is truly a good prospect for your product or service, and if so, how to help them reach that conclusion. In my opinion, the worst thing you can do at this point is try to convince them that it is not too expensive. "Yes, but 9 out of 10 of our satisfied customers find that it is a bargain, so you should therefore..."

Do you know what a trial close is? It is a question that asks the other person's opinion regarding the value of your product or service. It does NOT ask them for a decision to buy. It just identifies their reception to buying. So, you might ask, "For the moment, let's take price out of the picture. Do you see any value at all in an extra $1MM in liability protection?" Then listen. Do you hear a "Yes, but..."? Focus on what follows the "but". Be open to the fact that they may not be a good prospect for what you are selling. If so, move on to the next person.

If they see value in what you are offering, listen to them in order to understand how much value they perceive. After all, the value must correlate to the price. If you get just a lukewarm recognition of value, don't be surprised if they're unwilling to pay your full price. If they fail to see ANY value, expect it to be too expensive, or not in their budget.

The selling process is meant to explain benefits of ownership, so by all means, help your prospect understand the product or service and how she will benefit. Ask questions along the way to measure her enthusiasm and the value she perceives. If you trial close at the right moments and are being told that she sees a great deal of benefit from owning your product or service, you shouldn't hear the price objection. The price objection will only come when she doesn't clearly see enough benefit to her life coming from owning your product or service. Help her understand the value, don't just convince her the price is low.

For many, $250 is WAY too much to spend on a few movies. To me, it's a bargain. Find people who believe similarly about YOUR product and you won't hear a peep from them about price.