Feel, Felt, Found: A technique to overcome sales objections

Aaron Montgomery has been involved with the garment decorating and personalization industry since 2000 and the digital printing industry since 1997. He has been actively involved in the industry trade shows via speaking, attending and exhibiting for the last 16 years. He also writes articles for the industry magazines and blogs on topics that include marketing, social media, the personalization market, and garment decorating techniques. He is dedicated to helping small businesses grow and succeed. You can find Aaron co-hosting the industry's oldest and most listened to Podcast - 2 Regular Guys (www.2regularguys.com). You can also find blogs about a wide range of topics on his own website at aaronmontgomery.info.

From my experience, I have found that a pricing or cost objection is not actually an interest in a lower price, but it is actually an issue of a lack of perceived value. To overcome this sales objection, make sure that you thoroughly explain the product’s value, and help them find a perceived value before lowering the price.

Make sure to fully listen to the customer throughout the sales cycle. During that process, they will explain their interest in your product or service. If you truly listen, you can find the key to their value indicator.

Try using a technique called Feel, Felt, Found. First, empathize with them, explaining that you understand how they feel in their objection. Then, tell them about somebody who felt the same way. Finally, recount how that other customer found your products to be of value to them. 

—Aaron Montgomery, 2 Regular Guys, MontCo Consulting