How to Deal with Delusional Buyers Suffering from Sticker Shock

Have you ever talked with a prospect with whom you connected immediately? They called you, sang your praises, acted like they were ready to write the check, but all of a sudden they say, "I'd like to think about it?" And they disappear, never to be heard from again. You're left scratching your head wondering, "What just happened?"

Between the shock of the recession and the bumpy recovery, that situation occurs a lot. It's tempting to think that you need to shore up on describing your value or that the prospect is an idiot. (Guilty as charged on the latter one.)

After hearing too many stories (and having a few of my own), here's my theory: talking about the investment required gave the client a financial wakeup call and they hit the snooze button. Here are two ways to avoid the unpleasant moment when a buyer's delusions come to light.

What Really Happens

Sticker shock doesn't come from not describing our value well enough. Most established experts know their own cost/benefit ratio to their clients. It also doesn't come from not reframing the problem. We've become pretty good at defining the client's reality. The real issue is most folks already have an idea of what they are willing to spend. If your number matches their number, great. If not, they head for the door.