SOTR: It’s Not a Price Conversation, It’s a Value Conversation

Oct 22, 2021

If you’re selling a high-ticket service facing a lot of objections in every sales conversation, then you’re in the right place. Most founder-based sellers and salespeople admit they charge too little or struggle with justifying their prices. We get it. It's hard to get people to pay you what you're worth, which is why you need to become a boss in the art of handling objections and communicating your value. After this episode, you’ll learn how to overcome common objections such as “I can’t afford it” and “Is this really necessary?” so that clients start paying you the right amount. 

We only have one request after learning Joey’s HECCC framework for handling sales objections: Don’t be an idiot, go ahead and do this in your sales conversations. 

What’s in Joey’s glass: Avion Reserva 44

What’s in JJ’s glass: Buffalo Trace Kentucky Straight Bourbon Whiskey

This Cast Covers:

  • How do you effectively raise prices and not burn through your entire list of current clients? (10:18)
  • Why you want to double, triple, or 4x your prices in the first place (11:11)
  • What we can learn from Jimmy the barber about raising prices (14:53)
  • How to have that price conversation with existing clients without having to add additional value to your current partnership (17:21)
  • How to justify pricing high even if you’re a relatively new agency (20:12)
  • Should you consider giving money-back guarantees? (24:04)
  • How to leverage having this guarantee in the sales process and when to bring it up (29:50)
  • Messaging is everything (31:44)
  • A hundred different ways to get creative with a guarantee (33:47)
  • How to handle sales objections and the most common mistakes salespeople or founder-based sellers make when faced with objections about pricing (38:37)
  • Leverage your impact pro forma when an objection about price is the real issue (39:19)
  • Siloing the problem or creating a hypothetical solution to address the client’s true problem (40:21)
  • Joey’s framework for objection handling – the HECCC framework (47:46)
  • Fascinating takeaways from the book The Road Less Stupid (49:20)
  • The biggest dumb taxes Joey and JJ had to pay because they weren’t thinking enough (50:21)
  • Should you set aside some time just to think strategically? (53:58)
  • How to be intentional in your everyday life (57:28)

Additional Resources:

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