I know it may seem odd to ignore something your customer says, but when they request a discount, this tactic is worth trying (at least initially).

It is not unusual for a customer to challenge you on price or even to make a general comment about the price being “too high,” simply because they think that is what they are supposed to do as a customer.

In other words, they really have no reason to believe the price is too high, but they challenge you any way — thinking if they serve up a concern about price, you may just jump on it immediately.

Resist the urge to do this!

When they make a comment about the price being too high, simply ignore it and re-direct the conversation back to the customer’s needs and pain.  Refine and strengthen your questioning skills and you will become more adept at uncovering the customer’s needs — and helping them see how your benefits will meet those needs.

Sometimes all it takes is for you to ignore the price concern one time and the customer won’t bring it up again. Some salespeople doubt me on this, but it’s true.  In at least some of the cases where you use this technique, the customer will never object to price again in the remainder of the sales call.

Does it take confidence to do this?  Absolutely.

If you discipline yourself, though, to resist responding the first time they object to the price, you will find that you will become more confident.

You also will see your sales at full price climb.

If you still wonder how effective this technique is, begin using it and see for yourself.  You have nothing to lose and everything to gain by at least trying it!

Copyright 2012, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.