What is the true reason for prospects who object to the purchase in the very end? Price is the very most objection – and also the most false objection ever in sales. It‘s just too easy to say „there is no budget left“ or „the price is too high“.
In reality this is the sign of the following:
* The perceived value of the offered product or service doesn‘t match your price.
* The risk of purchase is too high; unsure if needs will be satisfied with purchase.
Perceived value of your offering is in direct connection to the perceived risk of the purchase. Price is not an issue. Perceived value and perceived risk are. Price is a symptom.