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The Sales Buzz Issue 168 - The Buyer Can’t Afford It
July 31, 2012

The buyer says they can’t afford to buy your product or service. What do you do, what’s the first step, can you overcome it, and what do they really mean, it’s all on.

The Buyer Can’t Afford It – Common Sales Objection

The buyer can’t afford it, is a common sales objection that many sales people come up against.

But is what the buyer tells you always literally true.

Does the buyer not have the money or the finances to be able to buy from you if they really want the product.

Or is it a smoke screen objection that has a cause somewhere on the buyer’s internal map of reality.

How do you tell if it is worth pursuing the sale or if you should move on and find a customer that can afford to buy from you.

You need to make the best possible use of your selling time so knowing how to find the real objection, when a customer says they can't afford it, is important to you.

Here are a few ideas and sales tips to get you started:

This sales objection, based on the buyer can’t afford it, usually has one of two possible real meanings.

1. They really don’t have the money required to agree the sale.

2. They have the money but are going to spend it on something else.

If they haven’t got the money to make the purchase there are still some options open to you. You can look at all the possible ways of buying the product that are available to the buyer. There may be a way around the objection, if it’s a real objection, and all that’s stopping the sale is the lack of funds.

The first step is to get an agreement from the buyer that the only thing stopping them buying from you today, and the today part is important, is the fact that they think they can’t afford to make the purchase.

Once you have that agreement you can look at all the possible alternatives to finance the sale. Credit, payment terms, finance options, renting or leasing, whatever you use in your industry and marketplace.

When a buyer has the resources but doesn’t want to spend it on your product it can be because the money is going to be spent on something else. This happens when the buyer sees alternative uses for the money as being more important to them than your product.

To overcome this objection you have to build the value of your product from the buyer’s perspective. You combine this with creating an emotional need for the product or service based on the benefits the buyer can gain from the product.

Making a product important compared to other planned spending isn’t difficult. How many times have you bought something that you couldn’t afford? You had the money or you couldn’t have bought it. So what really happened is you spent the rent, or the mortgage money, or the housekeeping, or the money you were planning on doing something else with.

You did it because the product became more urgent or important than paying the bills, or what you were going to spend it on, and this led you into an emotional buying state.

3 Emotional Triggers

To build the importance of your products or services you should target 3 triggers that will lead to an emotional buying state:

1. Safety and security
The buyer must have your product to make them safe. To insure them against a disaster. To maintain their health and well being.

2. Make or save money
Your product will save them money or supply a benefit with that can be measured financially. It could promise to make them money. We have all bought something that promised us that haven’t we?

3. Prestige and the feel good factor
Feeling good about ourselves, looking great, attracting a partner, admiration, social standing and even the promise of sex. The reasons behind fashion, trends, fads, and a great motivator for people to spend the rent money on things they really can’t afford.

Buyer Can’t afford It Isn’t Always True

It is rarely rue that a buyer cannot, and I mean definitely cannot, afford your sales offer. Many times there is a way to finance the sale once they are committed to buying.

When what they really mean is that they have other things more important to spend their money on then it’s your job as a sales professional to change their beliefs and viewpoint.

Now you see this objection in a different frame go out there and meet this objection with confidence.

You can see more on objection handling including a 4 step process for dealing with all sales objections by clicking through to Sales Objection Training...

I'm Stephen Craine from the website

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