If you’ve ever been on a prospecting call only to hear the four words most business owners dread: “I can’t afford it.” you may have felt instantly deflated left wondering what you did wrong or should have done differently.
The good news is, when you understand what “I can’t afford it” really means, you gain a whole new perspective on selling and can be better prepared next time you get this all-to-common objection.
It’s human nature to take the easy way out in this situation. It’s easier to fib than to voice one of the three real objections:Just imagine someone saying, “I don’t believe in you” when you present your offer! Memorize these words and use them whenever someone shares an objection: “Thank you for sharing. I understand how it feels to see a product or service you’d love to invest it but feel you can’t afford it.”Next, your job is to get curious. You know that “I can’t afford it” likely isn’t the real reason your prospect didn’t say yes on the spot.
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