Five Customer Objections Sure to Kill the Deal

The Bottom Line

Contractors encounter many objections when working to sell customers on home improvement or renovation projects. There rarely will be a time when a project is sold without any objections. They’re natural, and not something to be intimidated by. Knowing how to fight back against the most common objections will make you a better salesperson.

Five Customer Objections Sure to Kill the Deal

Here are the five most common customer objections to getting a project started:

  1. The project is too expensive.

  2. We can’t afford it.

  3. I need to talk to my husband, wife, or significant other.

  4. We need to get another price.

  5. I need time to think about it.

To use a sports analogy: There’s a difference between selling on offense and selling on defense. The best salespeople are always on offense, looking for ways to take control. The opposite is also true. Salespeople that struggle tend to stay on defense.

Let’s take a look at each of the objections to see how you can stay on offense, rather than end up on defense.

The Project is Too Expensive

One of the most common objections to a project is that it is too expensive.

It’s important not to bring price up too early so you don’t scare off the customer. A good time to talk about price ranges is once you have built some rapport. This is especially true if you feel like the project’s price could be an issue. By asking about budget early in the conversation, and once you’ve created emotion in the customer, you’re on offense. Then you follow up by asking if the price range is around what they can afford.

Here’s a script for what you could say:

  1. How about I tell you what you might have to budget for this project?

  2. And then you tell me if that’s in the range of what you were thinking. Ok?

This is effective because you’re providing information up-front to set expectations. Then you get input from the customer on what they have available to spend. If the two are similar, the rest of the conversation should be very positive!

We Can’t Afford It

This one can feel like the first objection, but it’s different. Why is the customer saying they can’t afford it? Because it is just too much money? Or, do they feel like the project quality won’t be equal to what they would have to spend to get it done? See the difference?

If you can get detail here, it can make getting past this objection easier.  

Here’s a script for what you could say:

  1. Have you given some thought to how you’d like to pay for this project?

  2. My guess at this point is you’ll need to spend somewhere between X and Y.

This script combines nicely with the script from the first objection to cover several bases, and you still haven’t provided the exact price of the project. That will come later.

I Need to Talk to My Husband, Wife or Significant Other

This is a very common objection, and one that can be tough to overcome. Especially if it comes at the end of a call or presentation. It’s a good idea to cover it early on to see if it’s going to be an issue. The earlier the better!

Your strategy will depend on how many calls it usually takes for you to close. The strategy you use is different for a one-call close versus a two-call close. 

Here’s a script for what you could say:

  1. Mrs. Jones / Mr. Jones – Who else might be involved in this decision / Who else do we need to bring into the conversation?

  2. Another option: Mrs. Jones / Mr. Jones – If you like what we’ve discussed and you’re ok with the price, walk me through what happens next.

Make this a soft approach and a natural part of the conversation. Try not to be too formal. Just weave the questions into your chat with the customer. Also, it’s a great idea to cover this objection as early as possible in your call so it doesn’t come back to haunt you later!

We Need to Get Another Price

Another common objection is that people need to get another price. Today, everyone is now an online comparison shopper. For everything, including home improvements and repairs.

Here’s an example of what you could say to fight this objection:

“If at the end of our time together, you think we have the right price or payment plan, tell me a little bit about what our next steps would be.”

Going on offense for this objection in the first few minutes of the call is possible if you’re building good rapport. It’s also possible around the middle of the call if things are going well, and you feel like your customer has some interest in the project.

If the customer still wants to look for another price, and you’re used to working on two-call closes there are some options:

  1. Knock your demo out of the park! If you do this and outline the value of the project your company can provide, and don’t mention the price, it could be enough for the customer to decide on working with you anyhow.

  2. Provide the price, but also set a date and time for a second call in stone so you can follow up.

This is a judgment call for you to make. It depends on how the conversation has gone and how confident you feel you will eventually win the customer’s business, even if they did decide to shop around some.

I Need Time to Think About It

And now time for everyone’s least favorite: I need time to think about it.

If you’re at the point of a second-call, then you can put on a little pressure since you’re near a close. Press a little and ask whether it makes sense to continue. If it doesn’t, that’s fine. Make the point if your customer isn’t 100% confident they want to go forward, they really shouldn’t. If they are 100% confident and ready to go, then push for the close.

The LAQI Method

Using the LAQI method is a great way to take on this objection:

Listen – Listen to what the customer’s saying and take a deep breath. Relax.

  • Affirm – Affirm what they’re saying. Stay unattached to the result of the sale. 

  • Relax – Use what the customer is saying and ask some questions. Figure out what the main obstacle could be. Why is the customer not ready to move forward now and still wants to think about it?

  • Isolate – Isolate the objection and then attack it.

There are a few questions to ask to isolate the real objection:

  1. Help me understand some of the things swirling around in your head. This allows the customer to talk freely and could unearth the information you need.

  2. What do you need to think about? Why do you need to think about it? This gets right to the point and isolates the reason they are hesitating.

  3. Give me an idea of something you don’t like. Similar to #2 this isolates some specifics they are concerned about.

  4. Other than that one thing, is there anything else? Once you’ve isolated their main concern, ask this to make sure it’s the only thing standing in the way to getting the deal done.

All objections can be overcome. It just takes the right approach and the right tools to get the job done.

Hearth helps contractors win more business by giving them the tools and knowledge needed to help customers find potential financing options. See how Hearth can help you grow your business by offering financing by requesting more information today!

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