Price objections can be one of the most challenging aspects of selling high-ticket services, such as eye surgery. I’ve personally handled over 5,000 calls and consults for the most expensive refractive surgery in the world. I’ve learned why price objections are tough.

In this post, we’re going to break down why these objections are so challenging and share some effective strategies to handle them

1. People don’t always see value until you give them perspective.

People often tell us our services are really expensive. So, how do you handle that?

When a patient says, “This is really expensive,” respond with confidence:

“Yeah, sure it is. It is the most expensive, and I hope it remains the most expensive because it’s definitely the best.”

You need to say this with absolute sureness and conviction. You have to believe it yourself, and if your patient liaisons don’t have that level of conviction, you need to transfer it to them. They need to believe it before they can ask anyone else to.

Next, explain the value – why your service is the most expensive:

“I think there’s a reason why we’re the most expensive. Long ago, we made a decision that we could either go the cheap route or give people what they wanted the first time they came. And I think that’s probably what drove you here, right?”

When patients agree, they’re acknowledging the value of getting it done right the first time.

2. Spending money feels risky. You need to make them feel safe.

Take them through an epiphany bridge to help them see the value:

“If laser eye surgery does what I say it does—gets rid of those frustrations with glasses and contact lenses, and gives you all those wants and aspirations of having a life free of those annoyances—would it be worth $5000 to you?”

If you’ve done your homework and know their fears, frustrations, wants, and aspirations, they’ll say yes.

3. They compare your price to cheaper options. Own your position.

If they say, “You’re £1000 more than the guy down the street,” respond confidently:

“Yeah, sure we are. Absolutely we are. But the real question is, if you knew something else was £1000 less, why didn’t you already get it done? Why didn’t you go with them?”

This question forces them to recognize that they believe you offer something better or different.

Then, provide some perspective:

“The cheap and plastic route got you here, right? And I have a feeling that’s not what you’re after. You’re after high quality. You’re after what gives you what you want. If laser eye surgery does what I say it does, would you even believe me if I said it cost £399? No, of course you wouldn’t. Good things in life cost money, and that’s why you’re here.”

4. Lack of trust makes the price a bigger hurdle. Sales is a transfer of conviction over a bridge of trust.

Wrap it up by building trust and transferring your conviction:

“Look, I can guarantee you one thing. If you keep going down the cheap route, you’re going to end up spending much more time, hassle, money, and energy than you would with us. And you’ll still have the problem. You’ll still be wearing glasses or contact lenses. So, let’s solve this for good. How do you want to handle this, debit or credit?”

The ability to overcome price objections is hard-won. It doesn’t come overnight. You have to practice the overcomes many times before you get better. At first, your patient liaisons will suck at this. But keep at it, and they will improve.

If price objections are holding you back, it might be time to revisit how you’re communicating value. Take our Practice Marketing Assessment quiz to see how effectively you’re communicating value at each stage of the customer value journey. Or, if you want to have a quick chat, book a free 15-minute compatibility call with Laura today!