One of the more difficult objections to respond to is the “I can’t afford your product” sales objection. While it is indeed a difficult objection, there are a couple of different ways to respond, and we will outline those here.
Deflect to the value you offer
Whenever a sales prospect starts giving an objection that they cannot afford your product or that your product is too expensive, the first place is to try to take the conversation back to the value that your product has to offer.
It is likely the case that your product offers some sort of value to your customers. For example, you likely help to:
- Decrease costs
- Increase revenue
- Decrease time
- Make something easier
- Decrease risk
If your product helps in any of those ways or in a way that is close to any of those, this means that there will likely be some sort of financial gain by purchasing your product. And if there is some sort of financial gain, that could be justification for spending the money on what you are selling.
With that, you could respond with something like this when the prospect says the “I can’t afford your product” sales objection:
I understand. In most cases we help businesses like yours to:
If we could improve your business in any of those ways, would that justify spending the extra money in this area?
Deflect to the pain points you help resolve
You can also respond to the “I can’t afford your product” sales objection by deflecting the pain points your product helps to resolve with something like:
I understand. A lot of businesses that we work with have challenges with:
Pain point 1
Pain point 2
Pain point 3
If we could eliminate those concerns for you, would that would that justify spending the extra money in this area?
Deflect to a Customer Example
A third way for how to respond to the “I can’t afford your product” sales objection is to deflect to an example of another customer who saw improvements after purchasing your product, and that might look something like this:
I understand. We worked with another business similar to yours and helped them to [benefit 1].
This ultimately helped them to [benefit 2].
If we could make similar improvements for your business, would that help you to justify spending money on this or investing more in this area?
We hope this gives you some ideas for how to respond to the “I can’t afford your product” sales objection.