d at all of the value your course can give him.

A Real Price Objection

This crops up late in the counseling process. In fact, it may come up only on your 1st or 2nd follow-up call, if you are not alert.

Real Price Objections could be because a walk-in feels that the perceived value of the course is lower than or equal to the price / fees… or maybe another institute s/he's visited offered the same course at a lesser fees… or maybe they just can't afford your fees right now.

Whatever it is, s/he is willi

How often has it happened to you?

A prospect walks into your center, you give him your information. You counsel them to the best of your ability. You have had a good friendly interaction with them.

You think, "Wow, I've really done a great job! This candidate should enroll."

And then you hear, "Your Price is too high" or "Your competitor is cheaper" or "I have a financial problem and can't enroll", or "My god! That's expensive!"

You feel you are against a stone wall.

What do you do?

Understand & Do Your Homework

Understand the objections you commonly hear. Write them out. For example, when someone says, "Your Fees is too high", find out what they mean. Does it mean that they can get the same course cheaper not too far away? Or, did they have some particular fees in mind? Or, do they have financial problems where they can't afford the course right now? You need to know the problem before you can address it.

Comment, Resistance Or Objection?

Price Statement / Comment

This happens when a person is almost sold. They're just airing a feeling when they say, "That's Expensive!" They don't expect a response. If you respond here, you'll probably get drawn into price negotiations which you don't want.

So what should you do?

1. Do Nothing. Pause. Wait. See if they continue. ( Actually this is a very good tactic any time you hear anything about price. It gives you Insight.)

2. Have a prepared statement to deliver here. For example, when a walk-in says, "Thirty Six Thousand for a Computer Hardware course!", you could say, " That includes three Network Operating Systems, DMP, Inkjet & Laser printers and storage devices and Cyber Caf? administration." OR "Yes, our labs are always updated with the latest equipment."

3. Then it is important to move on with the conversation. Don't dwell on the priuce comment. Let it die right there.

Price Resistance

This is when the prospect asks about fees too early in the counseling process and then sticks to his guns saying it is too high. This happens when he's not convinced at all of the value your course can give him.

A Real Price Objection

This crops up late in the counseling process. In fact, it may come up only on your 1st or 2nd follow-up call, if you are not alert.

Real Price Objections could be because a walk-in feels that the perceived value of the course is lower than or equal to the price / fees… or maybe another institute s/he's visited offered the same course at a lesser fees… or maybe they just can't afford your fees right now.

Whatever it is, s/he is willin

and & Do Your Homework

Understand the objections you commonly hear. Write them out. For example, when someone says, "Your Fees is too high", find out what they mean. Does it mean that they can get the same course cheaper not too far away? Or, did they have some particular fees in mind? Or, do they have financial problems where they can't afford the course right now? You need to know the problem before you can address it.

Comment, Resistance Or Objection?

Price Statement / Comment

This happens when a person is almost sold. They're just airing a feeling when they say, "That's Expensive!" They don't expect a response. If you respond here, you'll probably get drawn into price negotiations which you don't want.

So what should you do?

1. Do Nothing. Pause. Wait. See if they continue. ( Actually this is a very good tactic any time you hear anything about price. It gives you Insight.)

2. Have a prepared statement to deliver here. For example, when a walk-in says, "Thirty Six Thousand for a Computer Hardware course!", you could say, " That includes three Network Operating Systems, DMP, Inkjet & Laser printers and storage devices and Cyber Caf? administration." OR "Yes, our labs are always updated with the latest equipment."

3. Then it is important to move on with the conversation. Don't dwell on the priuce comment. Let it die right there.

Price Resistance

This is when the prospect asks about fees too early in the counseling process and then sticks to his guns saying it is too high. This happens when he's not convinced at all of the value your course can give him.

A Real Price Objection

This crops up late in the counseling process. In fact, it may come up only on your 1st or 2nd follow-up call, if you are not alert.

Real Price Objections could be because a walk-in feels that the perceived value of the course is lower than or equal to the price / fees… or maybe another institute s/he's visited offered the same course at a lesser fees… or maybe they just can't afford your fees right now.

Whatever it is, s/he is willi

rson is almost sold. They're just airing a feeling when they say, "That's Expensive!" They don't expect a response. If you respond here, you'll probably get drawn into price negotiations which you don't want.

So what should you do?

1. Do Nothing. Pause. Wait. See if they continue. ( Actually this is a very good tactic any time you hear anything about price. It gives you Insight.)

2. Have a prepared statement to deliver here. For example, when a walk-in says, "Thirty Six Thousand for a Computer Hardware course!", you could say, " That includes three Network Operating Systems, DMP, Inkjet & Laser printers and storage devices and Cyber Caf? administration." OR "Yes, our labs are always updated with the latest equipment."

3. Then it is important to move on with the conversation. Don't dwell on the priuce comment. Let it die right there.

Price Resistance

This is when the prospect asks about fees too early in the counseling process and then sticks to his guns saying it is too high. This happens when he's not convinced at all of the value your course can give him.

A Real Price Objection

This crops up late in the counseling process. In fact, it may come up only on your 1st or 2nd follow-up call, if you are not alert.

Real Price Objections could be because a walk-in feels that the perceived value of the course is lower than or equal to the price / fees… or maybe another institute s/he's visited offered the same course at a lesser fees… or maybe they just can't afford your fees right now.

Whatever it is, s/he is willi

e!", you could say, " That includes three Network Operating Systems, DMP, Inkjet & Laser printers and storage devices and Cyber Caf? administration." OR "Yes, our labs are always updated with the latest equipment."

3. Then it is important to move on with the conversation. Don't dwell on the priuce comment. Let it die right there.

Price Resistance

This is when the prospect asks about fees too early in the counseling process and then sticks to his guns saying it is too high. This happens when he's not convinced at all of the value your course can give him.

A Real Price Objection

This crops up late in the counseling process. In fact, it may come up only on your 1st or 2nd follow-up call, if you are not alert.

Real Price Objections could be because a walk-in feels that the perceived value of the course is lower than or equal to the price / fees… or maybe another institute s/he's visited offered the same course at a lesser fees… or maybe they just can't afford your fees right now.

Whatever it is, s/he is willi

d at all of the value your course can give him.

A Real Price Objection

This crops up late in the counseling process. In fact, it may come up only on your 1st or 2nd follow-up call, if you are not alert.

Real Price Objections could be because a walk-in feels that the perceived value of the course is lower than or equal to the price / fees… or maybe another institute s/he's visited offered the same course at a lesser fees… or maybe they just can't afford your fees right now.

Whatever it is, s/he is willing to discuss it with you and talk about it.

This entire section in the book helps you deal with Price objections and price resistance. One very important concept on which you should base your efforts is this: You will never be able to change someone's mind by presenting YOUR opinions, arguments and points of view. Their resistance and objections will dissolve only when they begin to doubt THEIR OWN existing beliefs, opinions and arguments.

Premeditated answers and arguments to their basic price objections will not work. Instead ask questions which you have prepared in advance - questions that will make them reveal their real doubts, fears and reasons for objecting to your fees. That's the way to deal with real objections.

An interesting quote to keep in mind is, "Price is not the issue. Value is the issue. If price is an issue in your business, then you'd better take a good look at your product / service." - Tom Winninger.