I’m not about to get into semantics here. Pricing is not an objection. Just returning for an on-site visit to a car dealership client, I was confronted with a store that actively avoided talking price at all costs. Even when the shopper asks. Even when being displayed on the website, they choose not to re-confirm in email or on the phone.
“Why bring up an objection?” they said.
Your product’s pricing shouldn’t be one.

“What’s the price?” Or, “What’s your best price?” are not objections from customers. They’re simply questions for which you must find an answer. “I do not want to buy this car.” That is an objection. “I can’t afford this.” That is an objection. Objections are to be followed up with more questions to the prospect.

A customer doesn’t object until they say “No.” Just requesting the price (or bringing up the price) should never stall a deal. It should move it along.

Stop being scared about presenting the pricing. It is what it is. Not all price answers lead to customer objections. Normally, shoppers are simply looking to validate their belief of what the pricing should be. Granted, I see dealers smacking on $2,000 in addendum fees unbeknownst to the customers and that will certainly bring about objections. However, requesting a product’s asking price is not a prospect being difficult or throwing up an objection. It is seeking an answer.

Today’s shoppers are price snobs, and deservedly so. I’m one myself. When I visit Amazon, I cringe at any call-to-action saying I must add the product to my shopping cart before seeing the special price. Customers are no different. Your product’s price is your friend. A necessary element to a loyal relationship.