When Your Price Really Is Too High

When I get asked by sales professionals all around the county how they can overcome the “Your Price is Too High” objection, my response is you must first understand that in their operating reality, your prospect is right. Your price is too high. For now.

when-your-price-really-is-too-high[Editor’s note: Though this post talks about sales, it does get into issues marketers find vexing. It also provides solutions marketers may be able to use.]

When I get asked by sales professionals all around the county how they can overcome the “Your Price is Too High” objection, my response is you must first understand that in their operating reality, your prospect is right. Your price is too high. For now.

Your price is too high because you have not done one or both of the following:

  1. You have not uncovered a good and compelling reason for them to buy from you. Put simply, they have not recognized a need.
  2. You have a value problem. You have not established what your product or service will provide to them financially, operationally or personally and what problem you are solving for them.

You have choices when you hear that objection.

You can ask “Where do I need to be with my price in order to close this deal?” which many salespeople resort to. Selling on price, however, is always a losing proposition. You might win a deal, but you are left defenseless because someone can always come along with a cheaper price and take your client away. The other option is that you can take the time to uncover needs and sell value.

The most effective strategy against the price objection is preventing it in the first place.

What’s the Problem?

Let’s assume we have a great handle on all the features and benefits of our product/service. We also have a target set of clients that have been predetermined to likely need what we are selling. We might have even been trained on why they need what we sell. This combination can often be deadly — especially to the seasoned sales rep. We think we know the problem our client has (because we’ve seen it before) and so we charge in to solve it! Even if we are right, we set ourselves up for failure. Why? Because we didn’t take the time to ask about their situation, really listen to them and create something that will be meaningful to them personally. You must show that you care and that you want more than anything else to understand their operating reality and see if you can possibly make it better. If you do this, they will acknowledge a need for what you are selling. The only way to accomplish this is to use effective questioning skills and active listening skills.

So What?

True sales professionals concentrate on first understanding the client’s current challenges and identifying how your product or service will solve their problem. Think of it like this, no one buys the product or service you sell, they buy what it will do for them. 

WIIFM. What’s In It For Me. That is what they buy. Picture your prospect thinking to themselves with every sentence you utter about your product or service. “So What? So What does that mean to ME? What’s In It for ME?” If you can take the problem you uncovered and communicate the value you can deliver in those terms, you are well on your way.

Value = Benefits – Cost

Value has a price tag. And it varies depending on the buyer – not the product/service. Long before the price is ever mentioned, the sales professional must uncover what their prospect perceives as valuable and what the consequences of not buying are worth. With that in mind, they can position it so that the buyer feels as though the price was a great deal for them, regardless of the price. ROI! The equation Value = Benefits – Cost shows that we put a price on cost AND we put a price on the benefits. If in our mind, the benefits are greater, than there is value in making a purchase.

Let’s use buying a highly commoditized item as an example. A cotton, short-sleeved, T-shirt. These types of T-shirts can range in price from $5 to $100 or more. Things matter to buyers; color, sheen, logos, convenience of purchase, weight, etc. And, they often also appeal to emotions such as a souvenir of a great vacation, your favorite band, college, a show of super-fan for a favorite sports team. Personally, I wouldn’t pay much for a Mets T-shirt, but would spend plenty more on a Cubs T-shirt and even more still if I bought it at a game, where I had a great time watching them beat the Mets. But, that’s just me.

You can be prepared in advance to uncover the problem, position what you are selling in terms of what it means to them and in terms of their perception of value, AND help them justify their purchase when they state your price is too high. Or you can lower your price. It’s your choice.


The Purpose-Driven Brand

Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we seek meaning in our lives and the need to actively make a difference and leave a personal legacy of good when we move on from this existence. Jung addresses this in his Individuation process and so, too, do modern and past psychologists and researchers of human behavior drivers.

Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we seek meaning in our lives and the need to actively make a difference and leave a personal legacy of good when we move on from this existence. Jung addresses this in his Individuation process and so, too, do modern and past psychologists and researchers of human behavior drivers.

Rick Warren, founder of The Saddleback Ministries, and best-selling author, discovered just how powerful our need and drive for purpose is when he wrote, “The Purpose-Driven Life: What on Earth Am I Here For?” Written in 2003, this book became the bestselling hardback non-fiction book in history, and is the second most-translated book in the world, after the Bible.

Today’s consumer seeks purpose outside of the traditional methods of religion, volunteerism, and random acts of kindness toward friends and strangers. Many of us, in fact most of us, seek to further our sense of purpose with our choices at the grocery store, online shopping carts and more. According to research by Cone Communications and Edelman, consumers in the U.S. are more likely to trust a brand that shows its direct impact on society (opens as a PDF). Others, upwards of 80 percent, are more likely to purchase from a company that can quantifiably show how it makes a difference in people’s lives—beyond just adding to the investment portfolio of a very select few.

According to the Merriam Webster dictionary, purpose is defined as:

: the reason why something is done or used
: the aim or intention of something
: the feeling of being determined to do or achieve something

Consumers are not just expecting big business to define a social purpose for the brand, they are demanding it by how they are making purchasing and loyalty choices. Edelman’s “Good Purpose Study,” released in 2012 and covering a five-year study of consumers worldwide shows:

  • 47 percent of global consumers buy brands that support a good cause atleast monthly, a 47 percent increase in just two years.
  • 72 percent of consumers wouldrecommend a brand that supports a good cause over one that doesn’t, a 39 percent increase since 2008
  • 71 percent of consumers would help a brand promote its products or services if there is a good cause behind them, representing a growth of 34 percent since 2008
  • 73 percent ofconsumers would switch brands ifa different brand of similar quality supported a good cause, which is a 9 percent increase since 2009

Another research group, Cone Communications, showed that 89 percent of consumers are likely to switch brands to one that is associated with a good cause if price and quality are similar; and 88 percent want to hear what brands are doing to have a real impact, not just that they are spending resources toward a cause.

This new state of consumerism doesn’t just show people still have a heart and soul, it is a big flag to brands in all industries to integrate CSR or Corporate Social Responsibility into their brand fiber, customer experience and marketing programs.

I interviewed William L. “Toby” Usnik, Chief CSR Officer for Christie’s in New York City, who maintains that CSR has moved far beyond writing a check and then emotionally moving on from a cause or community in need. It is about a brand’s purpose being bigger than developing its return to shareholders. Validating Usnik is a recent article published in the March 21, 2015, edition of The Economist, quoting Jack Welch of GE fame as saying “pursuing shareholder value as a strategy was ‘the dumbest idea ever.’ ” While that might be debatable, it is becoming less and less debatable, per the statistics above that show how defining a brand’s purpose in terms of the social good it delivers to communities related to its business is anything but “dumbest”—and rather, is getting smarter and smarter by the day.

Charting new territory in his role as Chief CSR Officer for Christie’s, Usnik’s first step was to define CSR as it relates to human psychology and the values of the Christie’s brand. For Usnik, it starts with building a brand’s purpose around Maslow’s hierarchy of needs and helping your constituents get closer to self-actualization, or that state of reaching a higher purpose for a greater good.

“Moving customers upwards through Maslow’s hierarchy of needs is critical to address,” says Usnik. “Customers of all ages, and especially Millennials, are moving toward a state of self-actualization and looking to define their purpose and place in communities and the world. They seek relationships with brands that are doing the same within their own value set. As a result, any business today needs to ask itself, ‘What is the impact of our activities on each other, the community, the workplace, customers and the planet?’ “

Defining your brand’s purpose and corresponding CSR efforts is the first step to developing emotional and psychological bonds with internal and external customers. When you make your CSR actionable by engaging others in your cause, you can build passion and loyalty that not only define your brand, but also your profitability. Coke defines its brand through its happiness campaign that involves delivering free Coke and other items, like sports equipment and toys, to villages around the world, and through water sanitization programs.

Tom’s Shoes, an example that is known to most as one of the pioneers in philanthropic branding, went from $9 million to $21 million in revenue in just three years by being a “purpose-driven brand” that enables people to give back to others simply by making a purchase. With a cost of goods sold of $9 and a sale price of more than $60, that is not hard to do.

At Christie’s CSR, is a big part of CRM. According to Usnik, Christie’s helps many of its customers sell high-value works of art. Many customers then donate the proceeds to social causes that align with their personal values or passions. By helping customers turn wealth into support for charitable causes, they actually create strong emotional bonds with customers, rooted in empathy and understanding—which is far more critical for securing lifetime value than points and reward programs.

In just 2014, $300 million in sales were facilitated through Christie’s that benefited non-profit organizations. Additionally, Christie’s regularly volunteers its charity auctioneers to nonprofit events. And in 2014, he estimates they’ve raised $58 million for 300 organizations.

The key to successful branding via CSR programs and purpose-driven strategies that transcend all levels of an organization and penetrate the psyche of we humans striving to define our role in this world is sincerity. Anything less simply backfires. Brands must be sincere about caring to support worthwhile causes related to their field, and they must be sincere when involving customers in charitable giving.

Concludes Usnik, “You can’t fake caring. If you pretend to care about a cause you align with, or a cause that is important to your customer, [you] won’t succeed. Caring to make a difference must be part of your culture, your drive and your passion at all levels. If you and your employees spend time and personal energy to work closely with your customers to make a difference for your selected causes and those of your customers, you are far more likely to secure long-term business and loyalty and overall profitable client relationships.”

Takeaway: The five primary drivers of human behavior, according to psychologist Jon Haidt of the University of Virginia and author of “The Happiness Hypothesis,” are centered around our innate need to nurture others, further worthy causes, make a difference in the world, align with good and help others. When brands can define themselves around these needs, we not only influence human behavior for the greater good, we can influence purchasing behavior for the long-term good of our individual brands. And per the Edelman research, 76 percent of customers around the world say its okay for brands to support good causes and make money at the same time. So define your purpose, build your plan, engage your customers and shine on!