The doctor was indignant. Couldn’t I see that he was a doctor for goodness sake? Not a phony Ph.D. doctor, he reminded me, but the real thing. An M.D. A doctor’s Doctor.
All I did was make a simple statement and ask an innocent question before I started the presentation: “The product you want to see, Doctor, is very (long pause to give emphasis) expensive. Wouldn’t you like to see something a little – oh, I don’t know – cheaper?” I love drawing out that word in my Texas drawl. C-h-e-a-p-e-r! It’s like you’re questioning a rich man’s manhood.
“No!!!” he yelled jumping out of his chair, waving his arms, and emphatically screaming at the top of his exclamation-pointed excitable lungs. “I buy only the best!!! Show me the best dammit!!!”
He bellowed. “Holy cow!” (He didn’t really say cow. He said what happens to you when you drink a gallon of that GoLightly juicy juice to prep for your colonoscopy.) “That’s expensive!”
I suavely replied in my silky James Bond voice, “Doctor, don’t you remember at the beginning of the presentation I said the product you wanted would cost an arm and a leg? But you insisted on only the best. So – doc – which will it be? The arm or the leg?”
He laughed, burnished his check book with great flair, and gave me the business.
Udderly true: Price will always be an objection. Know the three most common objections people have about you, your service, or your product and bring them up first before they get legs.