One of the main goals of sales professionals is to demonstrate how their products or services will best meet prospects’ needs relative to the competitions’ offerings. Likewise, this will illustrate the value of the products and potentially reduce price objections.

Almost, if not, all potential customers will require the best products or services at the lowest possible rate. Thus, they may ask early in the selling process a similar version of the dreaded question: “How much will I have to pay?”

The dreaded inquiry makes several sales representatives uneasy since they know in most cases prospects will deem that the product’s rate is too high. Likewise, prospects will either terminate the sales process or begin to negotiate by asking for discounts.

Below are three probable questions and responses of how to opportunely tackle the dreaded question.

What should sales professionals do when they are asked the dreaded question early in the sales process? They should avoid answering the question!

To initially avoid answering the alarming question, a sales professional can mention something similar to this: “Well it depends. Until we talk about your interests and needs, I will have no way of knowing what to recommend or what investment is required.” Then the sales professional should seek to proceed in the sales process by setting an appointment to administer a presentation.

If the alarming question is asked before the presentation a sales representative should mention the same statement above. Next the sales representative should ask “What solutions, features, and/or benefits do you typically look for when you acquire products like these?” to begin the presentation.

What if the service or product has a set cost? A sales professional can certify that the product has a set cost. However, before furnishing the exact cost (if the prospect does not know), a sales professional can advance in the selling process by stating “Let’s discuss your interests and needs to verify if this product is ideal for you.”

What if a prospect persistently seeks an answer to the alarming question? A sales representative can supply a range and mention “After we discuss your needs and interests and find a suitable product offering, the required investment will be provided.” Then advance in the process by either conducting a presentation or scheduling an appointment to conduct one.

In conclusion, the dreaded question can have negative implications on new business growth if a sales professional answers it before demonstrating the value of a suitable product offering. Likewise, a sales professional should avoid answering the question until after a presentation has been conducted and an ideal product or service has been identified.