When a doctor says "it is expensive", he is rarely talking about the price.
Neil Rackham's research on sales calls found something reps do not like to hear: the best sellers do not handle objections better. They get fewer of them, because they stop creating them. A list of features delivered too early is one of the fastest ways to invite a price question.
When it does come, this is the ladder I teach:
- Hear it. "I understand, Doctor." Do not defend yet.
- Ask what is behind it. "Expensive compared to what?"
- Find the real concern. Often it is patients stopping treatment, or doubt that it beats what he uses now.
- Prevent it next time. Ask about the patient's need before you name a feature.
The second step is the one most reps skip. They hear "price" and start justifying, and the real concern never gets said out loud.
“Answer the objection you hear and you win the argument. Answer the one behind it and you win the doctor.”
Lesson 2 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.