You’re right in the middle of a product presentation on a new Jenny electric 7.5hp stationary air compressor when the prospect interrupts and growls, “How much is this compressor?”
Is it a question? Is it an objection? Is the product too expensive? The prospect used a negative tone, so they must be unhappy with my presentation, right? I’m not done with the presentation and he’s getting antsy, so he’s trying to rush me, isn’t he?
First things first. Let’s understand what’s meant by the question, “How much is this compressor?”
If you think about it, the prospect probably had a compressor that was working just fine. Now the thing died or is on its last legs and they must get a new one. The prospect isn’t happy with needing a new compressor, so they most likely won't be thrilled with any price other than free.
In this case, even though the prospect interrupted you with a question, it’s simply that – a question. How you respond can move your potential customer in the direction of saying “yes” to the compressor purchase, or it can blow up in your face.
A simple, straightforward response is always the best. Try being relaxed, and say something like, “It will be between $X and $Y depending which accessories you decide on. Let’s take a look at the accessories and see what you choose.”
If you reply to this question with an argumentative response such as: “Why are you asking that? How much do you think it’s worth? We are a lot less than the competition.” Well, then you may have turned a simple question into a deal- killing objection in the blink of an eye.
Always – and I mean always – welcome an objection with a positive response. You don’t want to risk coming across as negative to your potential customer. If you make an objection a problem, the prospect will make it an even bigger problem.
