Frequently people confuse CONDITIONS with OBJECTIONS. When someone says “I can’t afford it”, is that an objection?

The answer is… IT DEPENDS.

Let me illustrate it this way.  Suppose you were selling yachts that cost Ten Million Dollars.  You make a sales presentation to someone who comes into your boat showroom who is working a normal 9 to 5 job and earning about $50,000 a year. 

When that person says they can’t afford it, are they giving you a sales objection, or are they making a statement of fact?

Well, unless they are big lottery winners, or inherited a fortune, they are stating a material fact.  They CAN’T afford it.  No amount of salesmanship or skill can change that.

It is important to keep this in mind as you pre-qualify people, before you launch into your presentation. 

It’s NOT a ‘rejection’, or an ‘objection’, when you are dealing with a CONDITION.

Only through your skillful use of questions, and by paying close attention to their answers, can you know what you are really dealing with.

You may need to add that prospect to your list of people who don’t qualify at this time.  You will always be able to follow up with them in the future to see if their condition has changed.



When attempting to decide if someone is a legitimate prospect for your business, products or service, your focus should NOT be on making a sale.  Instead you should pay close attention to identifying their problems and determining whether or not you have a solution.

Your focus should always be on helping to solve a problem.

You may discover early on there’s no match there.  It’s not a good fit.  That’s OK. It happens.

 You saved valuable time and you maintained a good reputation because you were never perceived as being offensive or ‘pushy’. 

However, when you offer a believable solution to their problems, your prospects will be EAGER and HAPPY to get what you offer.

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