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Eliminating Objections to Price
Once price has become an obstacle, it’s hard to remove it. Whenever a prospect objects to your price, it’s not about the money! Your own fitness business marketing may be creating this pricing trap. When prospects tell you that your price is too high, they are really saying, “I don’t see the value of your products and services to my business.” Or “The benefits relative to the cost aren’t clear.” People object to price when they don’t have enough information about why they need your products and services and how those are going to help them. Price is only meaningful to prospects once they understand what they’ll be getting in return. Here's what to do: 1. Spell out in detail the value of your products or services in your marketing. Remember that most people aren’t buying the features; they’re buying the benefits. 2. Avoid discussing price until prospects have had a chance to explain to you the benefits they want from the product or service. If a prospect wants to know the cost before you’ve asked them to define what they are looking for, redirect the conversation. Ask them what they want? Get them to tell you the benefits they are looking for. 3. Your prospects want to feel like they have a choice about how much they pay. Give them pricing options so that you control the options, instead of having them propose their own. |
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