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- Take back control. Acknowledge what they want, but gently help them to feel in control while you continue to control the buying process. You will be redirecting the conversation to the more important topic. People hate when they are sold to but love to buy. They must feel in control. Slow it down to speed up.
- Do not get frustrated with them. They have rationalized and are conditioned by their own research and assumptions. Acknowledge their wants and redirect the conversation to the more important topic. “I’m prepared to answer that for you. If I could talk to you a bit more about where your concerns are, I’ll be happy to get back to the price. Would that be OK?”
- Take the lead. By asking their permission to take the lead, they feel supported and not threatened. Recognize what they want, let them know where you want to take them, and get the green light. Open the lines of communication and get the information you need to show your value to the customer. Then, and only then, they will be in a position to change how they feel about the cost.