The Price Objection
And How Pablo Picasso
Dealt With It
Hearing the price objection makes even seasoned
salespeople tremble with anxiety.
Whenever I'm doing an in-house corporate
sales training program, I always ask the group this question. "What are
the biggest challenges you face in growing your business?"
Within ten nanoseconds, someone raises his
hand and says, "The price objection."
It never fails.
Is this how you feel? Do you find it difficult
and aggravating to defend your price on a daily basis?
There is a better way. Why defend your price
when you can explain your value?
But first let's see how Pablo Picasso dealt
with the price objection when it was raised.
This is a story about Pablo Picasso. The
source is unknown.
In Paris, there was a woman strolling along
a street, when she spotted Picasso sketching near a sidewalk cafe.
"Not so thrilled that she could not
be slightly presumptuous, the woman asked Picasso if he might sketch her, and
charge accordingly. Picasso obliged. In just minutes, there she was: an original
“And what do I owe you?” she
asked. “Five thousand francs,” he answered.
“But it only took you three minutes,”
she politely reminded him.
“No,” Picasso said, “It
took me all my life.”
He established the value not the customer,
though she wanted to.
What are you worth? Have you ever thought
What's your time worth?
What is your experience worth to a potential
It seems to me that too often a price is
put on a product. And this price is compared to a competitor's price. That's
That's like Picasso being compared to Hooey
Tooey a young painter in Paris.
Each painter has a sketch in pencil on paper.
I'm sure a Un jeune peintre (a young painter) wouldn't consider charging five
thousand francs for his sketch.
As an entrepreneur or professional sales
representative you count.
Your selling ideas, creativity, and imagination
Your sales experience counts even more.
If you don't share it with your prospects
and customers they won't see your genuine value.
It's up to you to establish your value -
the higher the better. This is what value-added selling is all about.
When you start thinking and acting like
Pablo Picasso, you'll start selling more and start selling more profitably.
Special note - Picasso knew how
to close a sale. I hope you do too. If this isn't one of your strengths, my
best selling CD titled, "Closing The Sale" is made
for you. You'll win more sales if you don't choke on the closing.
or cut and past this:
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