I’ll bet you have more than a few customers shopping you every week on the phone. They call, ask for a quote, and then tell you they can get their car fixed somewhere else for less.
I’ll bet you have more than a few customers who bring their cars in for a quote or estimate, and then take that quote to your competitors until they find a shop that will do the repair for less money.
I’ll bet you have several customers who beat you up on price every time you provide an estimate. Oh, they’ll let you fix their cars – if you minimize (uh, erase) your profit.
I’ll also bet you wish every customer would just approve every repair you recommend at full price.
Let me give you the good news:
• There has not been a single new objection in over fifty years, except, “I can buy it cheaper on the internet.”
• The number one objection always has been (and likely always will be) related to the price of whatever you’re selling.
• Today, the price objection is more common than ever.
Why is that good news?
Because you can prepare to overcome (or prevent) every single objection you will ever hear.
Because if you hear the same objection over and over again, you can perfect your approach.
Here are 5 tips to get you started:
1. Watch my video here: http://www.youtube.com/user/ETEremanInc#p/u/6/WQp7SedFm4U
2. Make yourself a sign with this quote and hang it up in your shop:
“There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man’s lawful prey.”  – John Ruskin

3. Go to your local Potbelly Sandwich Shop and look for my favorite explanation of why your customers might want to focus on quality rather than price. (Hint: you can skip the restaurant if you watch my video above – although you will miss out on a great sandwich!)
4. Take Jeffrey Gitomer’s statement to heart: “Price is only an issue in the absence of value.” Give your customers value and they’ll give you their money.
5. Get everyone in your shop together, watch this week’s video, and then discuss how your shop can do a better job demonstrating the value of your services.
One final challenge: I meet a lot of people who tell me they have cheap customers. People tell me their customers just don’t understand or value quality. People tell me that my strategies won’t work in their town. If you’re one of these people who think that your customers only care about price, let me give it to you straight: that’s your fault, not your customer’s.

Got a great way to overcome a price objection? Got something you want us to cover? Leave a comment below (or watch the video and send an e-mail to the address mentioned) and if we use your suggestion in a future article, we’ll send you a Reman U t-shirt. Would you rather spend money on a t-shirt? We’ll take $25 of your bucks and you can buy your very own t-shirt here. How’s that for cool?