Today, I'm going to show you how I overcome pricing objections during the prospecting process.

It's important to learn how to overcome objections because as the volume of your prospecting and sales calls increases, you will encounter objections. 

And I don't care how good you are, there will be objections and you need to know how to handle them if you want to hit your revenue goals and grow your firm.

At the top of the objections list is usually something about pricing.

I've even experienced pricing objections during the prospecting process - before I've even explained what a Fractional CFO does, much less what I charge. 

Here's how it often plays out:

• You're at a networking event or a conference working your magic - shaking hands and kissing babies.
• You meet someone that looks a lot like an ideal client for you. They ask what your company does.
• You give them a well-crafted elevator pitch and eagerly await their interest in hearing more.
• They crush your soul by saying, "Oh, a Fractional CFO is too expensive for me."

Is the prospect already dead in the water or is there a way to overcome that objection and turn your frown upside down? 

I recently hosted a Fractional CFO Prospecting Workshop with Jeb Blount (he's written literally 16 books on prospecting and sales), and he has a BRILLIANT framework for overcoming objections.

He uses a framework called Ledge-Disrupt-Ask.

Here's a quick breakdown... 

1. Ledge

When someone hits you with a rejection, your lizard brain (the amygdala) goes into fight or flight mode. During this time, blood leaves the brain and logic is temporarily gone. 

This is why you tense up and don't know what to say when you get an objection.

I've felt that way a million times and I'm willing to bet you have too. Nothing to be embarrassed by - it's biology!

Having a Ledge Statement in your pocket and ready to go buys you a second to quickly calm down and formulate a more logical and less emotional response. 

Here are some examples of Ledge Statements:

• Yeah, I expected you might say that...
• Most people think that...
• That makes sense...

Find one that feels comfortable for you and then move on to Disrupt...

2. Disrupt

Now that we've bought ourselves a second to hush our lizard brains (it just takes a second or so) we can continue overcoming the pricing objection.

What most rookies do is try to argue about how their pricing is actually quite reasonable and blah blah blah. 

This doesn't work and only invites our prospects to get defensive and disinterested.

Jeb recommends hitting them with a pattern interrupt here - something they aren't expecting!

Here's how I like to combine Ledge + Disrupt for pricing objections:

"That Makes Sense. More than half of my clients thought that too - before I showed them how much I could increase their net profits."

Snap. This is getting good.
 

3. Ask

Now that you've got their interest, ask for what you want.

Since you're just at a networking event or conference, you likely want to get on a call with them to learn more about their business and determine whether you can help them. So ask for that.

It might go something like this:

Would you be willing to hop on a call with me on Thursday afternoon around 2 p.m. so I can learn more about your business and see if I can help you as well? 

In summary:

Ledge - buys you time to calm your lizard brain
Disrupt - say something to pattern interrupt your prospect and reel them back in
Ask - ask the prospect for what you want

The Ledge-Disrupt-Ask framework is actually super easy after you practice it a few times. 

The good news is that there are only a handful of objections during the prospecting process, so it's easy to get really good at navigating them.