In this podcast episode, we delve into the pervasive issue of clients asserting that prices are excessively high, a sentiment that can often derail sales opportunities. We explore a specific case involving a seasoned client who, despite a long-standing relationship with the service provider, repeatedly voiced concerns about pricing. This discussion is framed within the context of understanding client psychology, particularly the notion that certain individuals may consistently express dissatisfaction regarding costs, regardless of the value being provided. We examine strategies to effectively navigate such objections and emphasize the importance of reinforcing value to maintain client engagement. Ultimately, we aim to equip listeners with the insights necessary to transform challenging interactions into fruitful outcomes, thereby enhancing their sales acumen in the HVAC industry.

There’s a set of people in the world that no matter what they’re buying, the price is too high for them and it doesn’t mean that they’re not getting the value from the company or the value from you. It’s the mere fact that they think that spending money is too much.

In this episode of Close It Now, Sam talks about overcoming "Your Price Too High" objection.

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Now let's get started with your host of the Close it now podcast.

This is Sam Wakefield.

All right, welcome back to Drivetime University.

Sam Wakefield here.

Close it now.

Today we've got a cool topic people that say your price is too high.

We're gonna cover that.

It's gonna be a lot of fun.

So stick around first thing and truly.

So these next actually five podcasts currently they're gonna all came from our Facebook group.

So if you're not a member of the Facebook group, go over to close itnow.net there's a link right from there to go join the Facebook group group.

It is a. I get comments all the time.

It's a very positive, constructive community.

You know, a lot of times we get in these different Facebook groups on, you know, for heating and air, for H Vac and they are full of a lot of angry people.

To say it nicely, just so many people in there are.

If anybody asks a question, you get 100 comments ripping them to shreds.

Why don't you know this?

More than half the information is wrong anyway that people answer.

But it's just, it's sad.

It's a place where most people are just torn down for not knowing something, as if anybody knows everything.

And it's just kind of a, kind of a bummer to be part of those groups unless you're just there for the humor.

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We're about positive, constructive criticism.

When somebody asks a question, everybody has actual positive answers.

It's a group of, you know, gosh, we've got 1, 2, 3, 3, 4, 5, 6, 7, 8 million dollar a year people in there that are just giving information, you know, answering questions, supporting each other, lifting each other up.

Of course, I'm in there all the time.

I do a Q and a Friday.

So every single Friday I do a free training for an hour, which is questions in the group from the week.

We'll do a live video in there.

We'll cover those, cover those questions.

And at any point, you know, lots of times people jump on the video and we'll ask questions in real time.

So we'll have a discussion, have a real time Discussion what you're struggling with, what are you seeing in your marketplace right now, what are the struggles you're having, what are the friction points?

So it's a great, great way to just get your questions answered.

Help this time to next level.

You know, this year.

I'm recording this on July 16th.

You should be basically able to write your own paycheck if you're not, if you're not seeing the results that you thought you were going to see.

If you're still leaving money on the table, if you are really wanting to level up, reach out to me.

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Literally people are seeing double their numbers in a real short amount of time.

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Pop me a message samoseitnow.net and we can talk about the coaching program and see if it's the right fit for you.

If you are ready to commit and take it to the next level, then let's go.

So let's get to this topic today.

Your price is too high.

So this came from a story from one of the Jason, one of the guys in the Facebook group.

He went out to a client's house roughly 45 days ago.

A client that he.

It's a two story house.

The second system upstairs is the one he was quoting.

Older system, the system was down, not operate, not operational.

So he quoted a price when gave off, you know.

And he did the right thing.

He had the full process.

The sales process is great.

He covered everything very detailed, gave lots of options.

The clients didn't go with Anything at the time says, well, you know what, the upstairs, we don't use it as much.

It's, you know, nobody's really up there unless we have guests or whatever.

So I'm just not going to do anything right now because your price is too high.

Now some context for this client.

They've been consistent clients with Jason's company for years.

They've been on their regular maintenance plan.

Jason replaced their downstairs system in the past.

So it's not like this was a, you know, a cold marketed lead.

This was not a, you know, a fresh client that's never used them before.

There's lots of history there.

So that's the context of this client.

But it just kept saying your price is too high.

And this client would actually fall into the category of an ethnic client.

That ethnic client.

Like we did a, I did a podcast about recently on, you know, selling to the ethnic client.

So if you haven't listened to that one, go back and listen to it.

It was extremely powerful.

That said, how to sell to the ethnic client, what do they want to hear, what do they need to hear to get them to the next level, to get them not just to buy the very cheapest basic equipment, but to actually invest in value for their home.

So go back and listen to selling to the ethnic client.

That was a great, great, great episode.

But so this, this client that Jason was seeing would fall into that category.

So he just kept saying, your price is too high, your price is too high, your price is too high.

So nothing happened.

45 days later, now we are mid summer.

He goes back over there and it's of course 95 degrees upstairs, it's hot.

And finally the, so he goes over to the segment and the homeowner said he still had his quote from, it was good clients still had his folder and his quotes from before says, alright, let's go ahead and do it.

Let's just, let's do this project.

And so Bill's basically going in and taking an order.

This time he goes in and he signs him up for the one he picked.

Great, easy.

But the entire process, he was the homeowner kept just saying over and over that the price is too high, the price is too high, the price is too high.

Now the previous visit, 45 days before that, that was the conversation the whole time, your price is too high, your price is too high.

So you know, Jason did a great job of every time he's been listening to the coaching every time said that he would bring him back to the value he was getting.

And just remind him, well, there's our service, here's what we do, here's how we handle clients with situations, here's our install quality.

And just reminded him of the value every, every time he came up with, the price is too high.

Objection.

So.

And it wasn't even compared compared to what it was.

I mean, it was, he said there was, you know, said he had another quote for, you know, three or $4,000 less than what his quote was.

But people always say that really until they actually show you.

I would take that as fiction instead of fact when somebody says that, show me, show me the quote.

And normally it's if they do have one, somebody text messaged them.

Well, it's in this text here somewhere.

That's easy to destroy.

And so the whole time, even in the psychic visit, your price is too high.

Your price is too high.

So he was concerned that the client was not.

He was wanting to make him the happy client.

So no matter what he said or what he did to restate the value, you know, all the things the entire time that was the homeowner's sentiment was just, well, your price is too high.

I can't believe I'm going to spend this much money.

So that was the setup for.

And the question was, what could he have done to get him over that hump?

Well, one thing I want you to realize and think about, everyone has that person in their life.

It could be your grandma, it could be your grandpa, it could be whoever it is, a friend.

It doesn't matter what they're buying.

The price could have been half the price of what this system was offering.

It could literally be the price of popcorn at the movies.

There's a set of people in the world that it doesn't matter who, what they are buying, the price is too high.

It's always too high.

It doesn't mean they don't feel like they're getting a good deal.

It doesn't mean they don't feel like they're getting the value from your company, the value from you.

Just the sheer fact that they have to spend money is too much.

And so that's one of the interesting things.

I mean, everybody knows that person.

It doesn't matter what it is.

The price is too high.

I can't believe they're charging these prices nowadays.

Wow, would you look at that?

Have you seen these prices?

How many times do you hear those kind of statements?

Especially when it comes to heating an air system.

People buy 1.3 systems in their lifetime.

The fact that he had Already purchased the system for the downstairs of the house a few years back.

He knew what prices were.

It was no surprise.

It wasn't a shock.

But of course, with inflation over a couple years.

But that's not.

That's not the point.

It wasn't a surprise that it was going to be thousands of dollars for a new system.

It's just the ideology that they had to spend money that he didn't want to.

That is the whole point.

That's the crux of the conversation.

So just know and be relieved knowing that when you have clients who are, you know, just keep saying your price is too high.

But if you remove that part of the conversation and remove that little bit of their mental state and everything and watch their actions, everything else, you could easily replace with that happy client that was happy to do the project.

Because they're taking the actions, they're signing the papers, they're writing the checks, they're filling out the credit application.

All of the rest would seem as just any other client any other day of the.

They just keep saying the price is too high.

That's okay.

There's some people that they're just always going to say that just because they don't want to spend the money.

Some people are just cheap.

It's not like a different type of purchase where it doesn't cost them anything.

Say if you have a car that you're paying a note on and you trade it in for a new car, old car goes away, the old note goes away.

You get a new car with a new note, but that's the same as what you were paying before.

That's not a new bill on top of your life expenses.

Or say somebody is selling solar and the person's electric bill goes away and the new solar payment is going to be less than what their electric bill was.

That's not a new bill on top of their existing expenses.

But for heating and air, a lot of times it is.

Even if we are able to drop their utilities 20%, 30%, 40%, a lot of times that doesn't make up the full difference of what their payment was going to be.

So we have to be able to understand it's a new bill in their life, it's a new payment, it's money that they probably didn't want to spend, but they have to spend.

The other comparisons there, solar or a new car, those are choices for an item they want.

Buying a new heating and air system in a lot of cases is because it's something they have to do.

We don't they're not just going to go without air conditioning or without heat.

They have to do that.

So it's being forced into a, you know, a lot of.

In a lot of cases, being forced to write a check for 8, 9, 10, $12,000, or being forced into a payment for something that they wouldn't necessarily.

They didn't wake up that boarding say, oh, I think I'm going to buy a new air conditioning system.

No, the old one died, and they had to.

So, yes, we absolutely do everything we possibly can to make a happy client.

We want to serve them with, you know, from our hearts, right?

Serve with all of the service bones we have in our body.

But at the end of the day, there are a group of people that are just gonna, you know, the whole time say, this is too much.

Your price is too high.

As long as they're still moving forward and have all the signs of that awesome, happy client.

Except for those words they're saying, don't worry about it.

Because that same client that you go back to see six months later or you check in with a few months later, they're still just that.

They're still the same happy client.

Maybe they just complain about everything.

There's a good chance some people just complain, and that's the type of negative person they are.

They'll complain about the price of coffee at McDonald's.

Oh, it's too high.

I can't believe they're charging that now.

But so don't let it get under your skin.

There are.

There is a specific client that.

That is what they, you know, it's what they do.

So don't worry about it.

Move forward, get the deal done, and serve that client.

Take care of them.

It's just how some people are studying psychology as much as I have studying the different personality types.

The more you read and study that type of stuff, the more you're going to realize that there's a set of people that you'll just never overcome that with them.

There's no way to turn that client into the happy, bubbly client, because that is not their personality.

It's not going to change.

And you're definitely not going to be the one to change it when you're there, you know, having them write checks to you for thousands of dollars.

But at the same time, those are also some of the most loyal clients that you'll have.

They're some of the most.

They'll send referrals.

They're some of the most consistent clients.

Even though they complain the whole time they will be a great asset to your client base.

Because when everyone else.

Now imagine this.

Let's turn the corner with it a little bit.

Zoom out from just that one interaction.

Think about their, their social group, their peer group, their social circle.

Everybody knows they're the complainer.

Everyone knows.

They always complain about prices being too high and all that kind of thing.

However, when they see that person use a company, they know how extra critical that client is.

They know how extra complaining about high prices that client is.

And they know that client is the one that always is able to get the best deals.

Because most people will just discount, discount, discount until they can't possibly discount anymore because they don't know what to do when that client just keeps complaining.

So they just keep dropping their price, not understanding that it doesn't matter what the price is, they're just going to complain, playing the whole time.

So when their peer group and their social group sees that client make a purchase like that with you, when they see them or they ask them, hey, who did your new air conditioner?

Who did your new furnace?

And they tell them the company, they're much more likely to go with you because they know how critical that person is and they also know how extra details difficult that person is to work with.

So if you were able to take care of that client, the likelihood and the chance of getting referrals from that person's social group actually goes up.

Does this make sense to everybody?

Raise your hand if this is making sense.

So even taking care of that person will definitely come back in just in a very fantastic way.

Because their, their social group knows what you know, they know what a jerk they are, they know how hard they are to work with.

They have to be their friend.

So they know whoever they use, it's worth giving that company a shot or giving that person a shot because, you know, to truly be able to take care of that person there, I mean, in their mindset, it's like, wow, if they were able to, if that company made this person happy and was able to take care of their project, they could definitely take care of mine.

So keep that in the back of your mind when you come across those clients that just are complaining that they're just, oh, your price is too high, take care of them too.

Don't just walk away.

Don't just go and think, oh, well, I lost that because they complained about the price.

That's not always the case.

And remember that when you are, you know, when you're taking care of that client.

So that's the topic for today, I hope it was helpful to you.

Several things going on right now.

Like I mentioned.

Join the Facebook group.

This is where that topic came from.

Jason, thanks for the question.

It was fantastic.

I'm sure some of your other stuff in the group will turn into podcasts as well.

But everybody got to get into the coaching group.

It is.

I tell you, everyone who goes through the high performance coaching program has insanely different numbers.

The numbers go up like crazy when they implement.

You have to implement because remember, success happens at the speed of implementation.

It doesn't matter how much you learn, it matters how much you apply and how much you implement.

Once you get the knowledge, knowledge unapplied, that's just knowledge on ice that you're just frozen up.

There's nowhere to go with that.

You have to implement, implement, implement, implement.

And the faster and more effectively you implement and use the knowledge, that is where you start to see results.

To get changes, you have to make changes.

Alright everybody, hope that was a great.

It felt like a great episode.

I'm sure it is.

I will talk to you again soon.

Everybody.

I hope you're enjoying the new podcast format.

If there is a topic that you want me to cover or you have a question, join the Facebook group and put it in there.

Or you can email me@samoseitnow.net s a m close it now.net and also if you there's somebody that you want me to interview, I'm doing lots and lots of interviews now.

If there's somebody you want me to interview, drop me a line, let me know who that person is.

Especially if you have a connection to them or contact.

I would love to, yeah, love to get introduced and I got a massive interview list right now.

So many people I want to interview.

I'm gonna have Gene Slade on the inner on the interview lineup here pretty soon.

Mr. Mr. Super Tech.

So yeah, yeah, yeah, yeah.

It's gonna be awesome everybody keep up the good work.

Go out there, crush it.

Go save the world.

One heat stroke at any time.

Thanks for listening.

To Close it now with Sam Wakefield.

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