How do you respond to a prospect who questions the value of your product compared to cheaper alternatives?

Ah, the ol’ 'But XYZ is cheaper!' line. Classic. The key? Shift the convo from cost to value. Acknowledge the price difference (‘Yep, you can find cheaper—if price is the only factor’), then hit them with what sets you apart—quality, reliability, long-term ROI. For example, at Unifirst, it’s not just about uniforms; it’s about consistency, service, and making sure your team always looks sharp without the headaches. So sure, you can go cheaper—but are you ready to gamble on first impressions? 😉

When price is questioned, I focus on three key areas: Efficiency – Cheaper options often lead to higher downtime and maintenance. Our solution ensures optimal performance and reliability. ROI – Investing in quality means lower lifecycle costs, energy savings, and reduced failures, maximizing profitability. Long-Term Partnership – We don’t just sell a product; we offer expert support and tailored solutions to drive long-term success. Would you rather save short-term or invest in lasting value? Let’s talk! #Efficiency #ROI #CustomerSuccess #ValueOverCost #StrategicPartnership

The product is not on trial. The challenge isn’t convincing clients that your product works. It is helping them believe it will work for them. Most objections stem from uncertainty, not skepticism. That’s where the sales professional steps in to be a guide. Trust is built not with hype, but with empathy, proof, and repetition. Success comes from helping clients connect the dots between their goals and your solution. Clients don’t want to be sold; they want to be understood. When you lead with listening and close with evidence, you are no longer trying to win a debate. You are offering a proven pathway. When the focus is on solving problems, not pitching features, clients move from doubt to trust. Trust is earned through belief and proof.

There are always cheaper alternatives, last but not least, doing nothing. But those alternatives are often only cheaper in the short run. So the key is to understand the long term cost of the alternatives, and be able to relate those to what seems costly in the beginning.

People often choose cheaper upfront, but research shows we regret purchases that don’t last or solve the real problem. Would it help if I showed you how ours actually saves more over time by preventing those hidden costs?” Loss aversion: Fear of future regret is stronger than desire for savings Contrast bias: Shifting focus from price to long-term value Cognitive ease: Offering to “show” reduces mental effort to evaluate

It's natural to respond to price challenges with a list of features. Don't. Respond with benefits. Your product better meets the customer's needs because of the outcome. Once you shift to that mindset, overcoming objectives is easy.

Key to Success: Understanding Your Product's Value Proposition As business leaders, we know that every brand has its unique strengths and weaknesses. To stay ahead of the competition, it's essential to: Conduct thorough competitor analysis Identify your product's key differentiators Clearly communicate how your product meets or exceeds customer needs By doing so, you'll be able to effectively demonstrate your product's value proposition, ultimately driving customer loyalty and revenue growth. What strategies do you use to stay competitive in your industry? Share your insights in the comments below! #CompetitiveAnalysis #ValueProposition #BusinessStrategy

I always acknowledge that their concerns are valid. It sets the stage for a positive conversation & relationship. Some sales professionals get triggered by this response & can turn customers off . Pause & respond with empathy. It’s important to address all their concerns & validate your value & know your competition.