How to Overcome an Objection You Can’t Win

Stop getting frustrated with objections you can’t win!

No matter how good your product is, there’s always going to be some objection that comes up that you can’t win. For example, in my 1:1 coaching service, one thing I will never win is a battle of price. My fee structure is set and it has been validated by the ROI I know I can provide.

That objection might be different for your product but there’s some games you shouldn’t be willing to play. I, for one, am not willing to succumb to the game of “Race ya to the bottom“. So, how do I overcome the “Your price is too high” objection? I embrace the objection and then I pivot the conversation back to the unique value that I provide.

Here’s an example:

Customer: “Tony I think you’re a great coach but I don’t think I can afford you. Unfortunately your prices don’t fit my budget.”

Step 1: Clarify and pinpoint the objection

Me: “I want to make sure we’re on the same page. It sounds like you have a certain of money set aside for coaching and training and my current fees are outside of that amount?

Customer: “That’s correct.”

Me: “Okay. Outside of the price is there anything else that would stop you from hiring me as a coach?”

Customer: “No. Everyhing else really sounds good.”

Why: It’s important to clarify and pinpoint the objection BEFORE you begin to rebuttal it. Too many salespeople take a “Ready! Fire! Aim!” approach instead of “Ready! Aim! Fire!”.

Step 2: Empathize with the prospect

Me: “Okay, well I understand that you want to be a good steward of your money and honestly it’s admirable. I don’t even pump my gas before looking at the price per gallon! Trust me, I get it.”

Why: In this step the goal is to let the customer know that I understand where they are coming from. I want to continue to build rapport by establishing a partnership with the customer and showing them that I have their best interests in mind. I don’t want to be the salesman, I want to be the trusted assistant purchaser.

Step 3: Pivot away from the objection with a question

Me: “Before we decide if this is going to be a good partnership or not let me ask you a question. What are you most looking to accomplish when it comes to hiring a sales coach?

Customer: “I guess my biggest concern is making sure that improve my close rate up to company average so I can at least keep my job.”

Why: The purpose of this step is to pivot the conversation back to value. At the end of the day, the prospect isn’t going to value the savings they might receive from going with a cheaper product if they don’t get the result they are looking for. It’s important to pivot back to value by asking a question instead of telling the customer the value provide. Working together to arrive at the value always has a bigger impact than telling a customer about the value.


Step 4: Ask a follow up question to overcome the objection

Me: “So, if I were to work with you for the next 90 days to help you keep your job and achieve your primary goal would that be worth paying XX?”

Why: In this final step we have completely shifted the conversation of my price vs competitor price to price vs desired outcome (value). This is a game that I know I can win at. The prospect also knows this, that’s how we got to this point.

You don’t have to play along with anyone’s game if you don’t want to. In fact, not playing along is one of the things that will help differentiate you from your competition. This method of overcoming an objection that you can’t win will work much better than arguing with the customer about how your prices are competitive or about how “worth it” you are. Re center their focus on what’s most important: their desired outcome.