Any sales person cringes at the words "It costs too much." You put in the time to explain all the virtues of a product and do a demo that could win an academy award and then you hear the money word. It's an objection that is hard to stomach. So what do you do? What do you say? Is the talk of money really an objection or is the customer just playing with that word to build a wall of resistance.

Arynne SIMON SAYS: Any talk of money is usually part of a resistance offensive that pulls the control back into the customer's hands. Objections are handled intellectually with talk of product features and benefits. Resistance is not handled the same way.

First of all, it's important for the sales professional to stay cool, accepting, understanding of resistance and not to be pulled backwards into talking about the virtues of the product. In other words, don't take your sales process backwards! Keep it moving forward with some gentle suggestions or questions. Here are 7 examples of what you can say after you hear "It costs too much.":

1. Is that your major concern?

2. We have a delayed (payment) plan that can fit even the tightest budget.

3. I can find a way to make it work within your budget. Will you give me a chance to explain how?

4. There is no reason why you can't have what you want. If I can find a way to match the payments to your budget, will we have a deal?

5. I sure understand money being a problem. But when I look back in time I regret all the things I passed up that looked good to me. Whenever I settled for something I didn't really want -- I was sorry. Have you had that experience, too?

6. I can't do much about the price. But I can do two things. I can also show you a way to get what you really want and I can find a payment plan that will make the payments fit your budget.

7. Of course you want the best...and you should have what you want. I guess you have to think about the few extra dollars and what it can mean to you -- to increase production -- take stress out of your life -- appeal to your sense of good design. After all you have to know you made a right decision.

So, a sales person has two things to remember when resistance rears it's stubborn head:
Number one is to give customers the right to resist and don't intellectually try talk them out of it. And number two is to show them you are smart enough to find a way to let them have what they really want. Tell them they can have what they want and then show them how.

Don't rush into lowering the price because your store's gross margins will be negatively impacted if you do. Try other ways to communicate. After all, sales is all about showing people that they can have what they really want and you, the sales professional, are there to help them do just that!