Have you ever heard a potential customer say, “I would, but I can’t afford it?”
I’ve heard that statement many times throughout my career.
And for years I took it at face value.
You may even be tempted to discount your rates.
But the truth behind the statement is often much more complex.
The same person may buy something else much more expensive (such as a car) just a few days later.
But when they told you they couldn’t afford it, it was true from their perspective. That’s how they saw the situation.
There are a few who really don’t have the money. But if the majority don’t have the money, you’re attracting the wrong prospects.
More often this sentence means you haven’t demonstrated enough value to them.
They don’t see how your offer is worth the money you’re asking.
Or they don’t believe you can deliver on the benefits.
Or they simply don’t believe it will work for them personally!
We have 4 potential reasons you’re hearing this statement…
If they really don’t have the money, it’s an AUDIENCE problem.
If they don’t see how your offer is worth the money, it’s a VALUE problem.
If they don’t believe you can deliver on the benefits, it’s a TRUST problem.
If they don’t believe it will work for them personally, it’s a FEAR problem.
It’s going to take a little more digging to find out which one of these problems is the real one.
The issue is that they’re rarely going to come right out and give you the answer.
First of all, they’re not completely sure themselves. It just doesn’t feel right.
If you’re selling something high ticket, move the customer off the Internet. Speak to them directly in person, over the phone, or on Skype.
If the dreaded “can’t afford it” phrase comes up, try asking a few questions.
Say something like, “OK, just to make sure I understand…are you concerned about the value of the investment you’re making or is it about the timing of the payment right now?”
If they answer “value,” then you’ll need to follow-up with another question, “What concerns you about the value?”
Listen intently to their answer.
You will likely have to ask a few additional questions depending on where the conversation goes here. It’s all about active listening and being involved in the conversation. Remember the 4 possible problems from above. It could be an audience problem, value problem, trust problem, or fear problem.
If they answer “timing,” investigate a little further. You may want to offer a payment plan that fits their needs.
Some people may get uncomfortable at this point as they expected “can’t afford it” to close the conversation. But it’s important for you to find the real reason behind the objection.
What you find out can help you improve any of your marketing including direct conversations, webinar presentations, sales copy, and more.
While it’s fun to make serious money hiding being a computer screen, nothing beats direct interaction with your prospects and clients.
One of the immediate free gifts with the Monthly Mentor Club is an audio that shows you how to Sell MORE of your products and services without hype.
It talks about how to write empathetic copy for your website that connects with your visitors emotionally instead of making unrealistic promises.
Are you asking your prospects, customers, and clients the right questions to dig out the real reasons they buy what you’re offering?