Odds are you can handle any objection under the sun if it has to do with your craftsmanship or materials. When customers inquire about how marble can stain or how granite can crack, I’m guessing you have an answer ready to fire back.
But what about sales objections, like “your price is too high” or “I need to think about it?”
These kinds of objections plague every industry, including countertop fabrication. At the surface level, they seem impossible to crack, but trust me – we can overcome them.
First Thing’s First – Know Your Customer
Before you handle an objection, it can be helpful to understand the kind of person you’re dealing with.
Are they a logical or analytical thinker? These buyers want data and lots of information about everything to feel comfortable making a decision.
A story I once heard from a friend was about her father-in-law. He is an analytical thinker, and it seems like the only place he buys from is QVC. Can you guess why?
They spend a long time explaining and rehashing every detail and possible benefit about their products, arming him with enough information to make an educated buying decision.
Are they a relationship-centric person? These buyers will buy from you if they know you, like you, and trust you. The more comfortable you make them feel, the more likely they are to buy.
Are they an emotional buyer? These buyers want to feel good about the purchase – they can imagine what life would be like when the project is done. They make decisions based on emotion, not necessarily logic.
These are just a few examples, but try to understand what’s important to your customer. That will help you field objections more effectively.
Objection #1: Your Price Is Too High
Pricing is hands-down the No. 1 most common objection countertop fabricators face. Everyone’s looking for a bargain it seems, and the guy down the street just got his countertops for $29 a square foot!
The thing is, most homeowners are willing to spend a bit more for a knowledgable professional who finishes on time, gives great customer service, and leaves behind an exquisite countertop that stands the test of time. It’s all about setting the expectation and delivering.
Sidenote: That’s a major reason why we created scheduling and job management software for fabricators – so you always know the status.
If your prospect is giving you a hard time on the price, push back a bit and find out why.
Four Questions to Ask After a Price Objection
If a customer says your price is too high, it’s perfectly reasonable to ask a few questions back, including:
- Why do you believe the price is too high?
- Are you comparing my price against something else?
- Is the price the only thing keeping you from moving forward?
- How much were you hoping to spend?
We’re trying to dig into the root of the concern by asking these follow-up questions. Perhaps they’ve gotten a quote from a competitor that’s less than yours. In that case, it’s worth exploring that quote. Perhaps the materials used are cheaper or the shop doesn’t have a warranty like yours.
Also, it could be the prospect is using price as an objection when it isn’t really the core issue. By asking “Is price the only thing keeping you from moving forward,” you may find there were other concerns lurking beneath the surface.
Perhaps they really didn’t see a slab they loved or they aren’t sold on the kitchen layout. Those objections could be hiding, and this question allows you to pull them out.
Finally, you may find your customer has a budget they were hoping to stick to, and your quote truly is out of reach. In that case, you could go over what they’ve selected and uncover if there are any cost savings to be found. Perhaps a simpler edge or backsplash could bring the quote down and match your prospect’s expectations.
Warn About Low-Quality Competitors
If it turns out your prospect is getting better pricing from a low-quality competitor – and you know for a fact they do poor work – use it as an opportunity to educate!
Explain why you charge what you do (your advanced process, high-quality fabrication, etc.). If you have them, tell stories of how many times you’ve had to repair or redo work by this particular competitor.
If that doesn’t go over well, in all honesty, it might be best to say “good luck” and be on your way. Customers that are willing to sacrifice quality to save a few bucks are often the most difficult and unhappy customers around.
One fabricator in the All Slab Fabbers Facebook forum once said, “The bitterness of poor quality remains long after the sweetness of low price is forgotten.” So true.
Are You Unique?
If the customer truly just thinks you’re charging too much for what you’re selling, there could be a problem with your Unique Selling Proposition, or USP.
What makes your countertop shop unique?
Here’s a fill-in-the-blank exercise to get you thinking about your USP:
“Our [company/product] is the only one that helps [prospects] solve [specific problem] by [main unique promise or benefit].”
You can learn more about crafting your USP in this post: How to Create a Unique Selling Proposition for Your Countertop Shop
Objection #2: I Don’t See the Value
If you get an objection about the value of what you’re selling, there’s an issue in your discussions and presentation. As you talk to your prospect and build the quote, you should be diffusing this kind of objection proactively.
So if it does come up, take note of it so that you focus on building the value for future discussions. And make sure you know and believe in the value! As Zig Ziglar once said: “If you’re going to be convincing, you have to be convinced.”
Increasing the Value of the Home
If the objection is about the materials you’re recommending, explain to the customer the actual value it will add to their home. For example, “Granite is expensive, but it’s the most popular countertop material and can increase your home’s value by up to 25% of its retail value.”
In addition, kitchen renovations are the most likely to increase your home’s value, making it the best place to invest some cash.
The Value of Practicality
Other ways to build value include exploring the practicality and everyday benefits of what you’re selling.
Take Dekton, for example. As you explain this option to your customer, you can build value through all the features and benefits, including:
- It’s highly UV resistant, meaning it won’t fade or degrade over time.
- It’s highly scratch-resistant, so you’ll never get annoyed by that one scratch that always catches the light.
- It’s stain-resistant – in fact, it’s stain proof! Wine, coffee, and rust can be easily removed.
- It’s resistant to fire and heat, meaning you can put your hot pan or crockpot on the countertop with no worries.
- It’s resistant to abrasion, so you know it will last a very long time without needing to be resurfaced or refinished.
- It’s thermal shockproof, meaning you can use it in the coldest of environments without fear of cracking.
- It has five times the flexural strength of granite, so you can have longer spans of overhang on islands or bar tops without support.
- It’s non-porous and never needs to be sealed.
- It’s a consistent product from slab to slab, both in color and in thickness.
I mean… I’m ready to buy!
Help Them Imagine the “After”
One last thing: help your prospect visualize what life will be like after the space is finished. The word “imagine” is such a powerful motivator, so use it!
“Can you imagine pulling your casserole or cast iron pan straight out of the oven and setting it on the countertop? Can you imagine having a countertop that looks the same in 30 years as it does today? Can you imagine waking up every morning and pouring your coffee as you admire your beautiful kitchen?”
If your prospect still doesn’t see the value after you’ve done all that… well, they’re probably related to the Tin Man.
Objection #3: I Need to Think About It
Ah, the all-too-common “I need to think about it.”
It feels like there’s nothing you can do when a prospect throws this one your way, but here’s the truth: nine times out of 10, it’s really an excuse that’s hiding the real issue.
And guess what the real issue typically is? The price!
Here are a couple ways to tackle the “I need to think about it” objection.
1. Hit It Head-On
If you’re pretty sure price is the real issue, say something like:
“I completely understand the need to think about it. But when someone says that, it’s usually because they have an issue with the pricing. Is that part of what you need to think about?”
If they say yes, refer to the “your price is too high” section above!
2. Ask Probing Questions
If you’re not sure pricing is the real issue, you can come in with more generic, probing questions. For example, “I completely understand as this is a big decision, but can you help me understand if there’s something holding you back?”
And for fun, here’s another: “I understand not being ready to make a decision. Can I ask what things you specifically need to think about?”
Conclusion
Objections are a normal part of the buying process, so don’t let them take you by surprise. But over time, you can notice what kinds of objections keep coming up, and you may be able to address them proactively.
And remember: don’t always take objections at face-value. They’re often an excuse for the real issue the customer doesn’t want to share.
What are the most common objections you face in your shop? Comment below!
