When sellers overprice or raise pricing objections, the natural response is to treat it as a pricing problem and provide more data to prove the market value. But in most cases, in my opinion, it's not a pricing problem, it's a motivation problem.
Example: a doctor show's the patient an X-ray of his lungs, his diminished oxygen content, the reduced stamina he experiences...all in absolute proof that smoking is killing him. The patient points to a lighter area on the X-ray and asks; "What about this white area right here, how long is that good for?...as he takes a puff on his cigarette. He knows he should stop smoking, we know we should lose weight...we know!
When I role play with an audience member one of my pricing techniques, about three to four levels in, he or she, playing the role of their seller, will say "Well, we just don't have to move." So let's start addressing these issues for what they really are: Motivation problems.
Early in the seller counseling interview you must establish their firm decision of whether they want to Sell or Stay. Nail it down and get them to commit. Only then should you proceed to pricing. Then when they say "We need more money", you gently counterbalance that with what they really need is to move.
The benefits of moving must exceed the need for money. Because in this market, no one is getting the "money they need".
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