25% to 50% close rate. Here's the only thing that changed.

Everyone dreads the "I can't afford it" objection. But what if you never had to hear it again?

 My close rate is now 50% on $15k deals. 12 months ago it was 25%.

Here's the one thing I changed...

I started pre-handling objections on price before they ever come up.

And no, I didn't figure this out on my own.

Last November I hired one of the top reps from Jeremy Miner's 7th Level sales training.

The guy is a killer. 21 years old and hitting $70,000 comission months (yes i know crazy).

My coach JP stopped me cold on one of our early sessions and said:

"Why are you handling objections at the end when you can just reframe them the moment they come up?"

I had no idea what he meant. So for the next four months, I locked in.

I studied every single sales call I did to understand how and why the money objection appears in the first place.

Here's what I found.

The price objection doesn't start at the end of the call. It starts way earlier.

Your prospect is actually signalling the money objection long before you ever get to pricing. Most people miss it entirely because they're too focused on their pitch to actually listen.

The signals sound like this:

"I've never invested in myself before.""We never really felt like we needed it.""I never felt like I had the money."

When you hear any of those? Stop. Handle it right there. Do not wait until the close.

Here's the exact reframe I use:

"Do you feel like not having the money is the actual problem or is that more of a symptom of the problem you have?" (suggest reframe on how they think about money)

99% of the time, they'll admit it's a symptom.

Then I go deeper: "If you had the right systems in your business, you'd probably have the money, right? So this isn't really about whether you have the money today. How committed are you to getting resourceful to find the capital?“

Them: im 100% committed.

Me: Why? (get them to double down on conviction)

Them: I need to change… these systems are critical to my business.

You: What continues to happen if we let not being resourceful be the reason we don’t get the right growth systems in our business? For the next 3, 6 , 12 months? (consequence question - they see how the previous belief is impacting them)

Them: I’m going to stay stuck.

Me: And are you willing to settle for that? (soft confrontation to get them out of there own way)

Them: No

Me: so if you saw a plan that looked like it would help you are open to being resourceful to find the capital?

Them: yes

Here's the truth underneath all of it: most of the time you can always help someone find the money.

You cannot help someone become committed.

So the only real objection worth solving for is commitment, not price.

If they're open to being resourceful, you've already handled it before it becomes a problem.

Why does this work?

Now, the magic here is that humans like to act in line with what they say they are going to do.

And to go against that brings about a “does not compute” moment in the prospect if they go back on there word it literally hurts. That’s a phenomenon known as “cognitive dissonance”.

You haven’t forced the prospect to do anything. You have simply asked hard questions to get them to acknowledge that their current way of thinking is flawed, the cost of thinking like that, suggested a new way of thinking, and get them to verbalise it.

Some people will read this and say it’s soft manipulation. But that’s only the case if you sell somebody something that won’t help them. Thats not cool. That’s what ass holes do.

But here’s the thing… if you are the expert I know you are.

You can help your prospects. And one of the greatest services you can do for your customers is take the leadership frame and lead them the mindset that’s keeping them stuck to the next level your service provides.

Nobody enjoys objection handling.

But when you ask the right questions early and remind your prospects of what they told you, closing gets a lot easier.

Try it on your next call and reply to let me know how it goes.

Want us to do this with you?

If you're closing deals but leaving money on the table because of late-stage objections, this is exactly the kind of thing we work through with our clients in our 90 day program. We'll audit how you're running discovery and show you where the real gaps are.

Book a call with our team here → no pitch, just a audit of your LinkedIn GTM and a conversation to see if there's something worth fixing. If there is we can talk about how we can help, if there isn’t we will point you in the direction of someone who.

Prefer to learn at your own pace first?

If you're consistently attracting clients who push back on price, the problem might start before the sales call even happens. We made a video on exactly that.

Watch: Why You're Getting Poor Clients and Not Rich Ones