Everyone in sales hears, at one time or another: "We cannot afford your proposal."
Sometimes you just have to listen more, as this story shows:
But, sometimes people are objecting to your price. This is at least (2) different types of objections.
1 .The first objection dismisses your solution to their problem.
Your solution doesn't solve anything for them because they don't have that problem. So, they say "we cannot afford this". These people are not qualified to buy from you. You should sell them something cheaper or simply move on.
2. But, the second type of objection -which uses the same words- is different objection entirely.
The need is acknowledged as real, your solution a good one - but, your solution cannot work here and now because we don't have new sources of funding. These people are qualified to buy from you, but they are not ready yet.
Be clear on which type of objection you are hearing.
Responding to the second type of objection can be hard. After the budget has been set, it assumes a permanence that is unrealistic.
Instead, trying asking:
"Well, if we had been considering this proposal at the time we set the budget, what would we have done? What would we have cut out then & what cannot we do that now?"
And, see if you can get away with "we" instead of "you".
1. Most good ideas have to find funding.
2. More money is never allocated in the budget line under: "Good ideas, to come later."
Here is one trick that I know works for franchise vendors: If the franchisor has no more marketing spend, then ask about their training budget.
Many times a franchisor needs an educated or trained franchise owner for the system to work better.
So, ask for some training dollars, put on a workshop, and gather up some interested names/emails.
Follow-up with a nurturing newsletter program. Rinse and repeat with another franchise system.
(Inspiration for article: Buy-In website.)
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