In this episode, James tackles one of the most common challenges in sales: price objections. Rather than seeing price as the problem, James explains why objections are often a symptom of something deeper, misaligned expectations, unclear value, or unanswered questions earlier in the process.

He breaks down the real reasons prospects push back on price and shows how better questioning, earlier qualification, and clearer value creation can prevent objections from arising in the first place. James also shares practical phrases and proven techniques, including layered responses and decision-framing strategies, to help you handle objections confidently and without immediately resorting to discounting.

This episode equips you with a more structured, calm, and effective way to navigate price conversations and move deals forward with clarity.

Key Takeaways

• Price objections often stem from budget constraints or misalignment, not the price itself.
• Strong questioning throughout the sales process helps uncover real concerns early.
• Clearly communicating value is essential to justifying your pricing.
• Layered responses allow you to listen, acknowledge, and address objections effectively.
• Not every prospect will value your solution equally, making qualification critical.
• Framing decisions clearly helps prospects understand the true cost of inaction.

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