We’ve all arrived at that moment at some point in our selling expeditions: You just had an amazing conversation with a prospect, they’re the perfect fit for your product and service, and they’re convinced that they need what you’re selling. So, you state the price, and then the dreaded, “I can’t afford it” response is stated.
This objection is particularly hard because, unlike other common objections like, “I need some time to think about this” or, “I’m already working with someone else,” it’s harder to get the prospect to budge. The topic of money tends to make the whole conversation one-dimensional. They either have the room in their budget to invest, or they don’t.