The cost per unit is too high

Underlying Concerns:

• The prospect may be focused on keeping production costs low to maintain competitive pricing or improve profit margins.
• They might worry that the high cost per unit could negatively impact their budget, pricing strategy, or overall profitability.
• The prospect likely needs reassurance that your product or service justifies the higher cost by delivering superior quality, efficiency, or other value-added benefits.
• They want to feel confident that they’re getting a good return on their investment and aren’t overpaying compared to alternatives.

How to Tackle the Objection:

1. Acknowledge their cost concerns: Show empathy and recognize that cost per unit is an important factor, especially in industries where margins are tight.
2. Highlight the quality and long-term value: Reassure them that the higher cost per unit translates into better quality, fewer defects, and long-term savings through efficiency and durability.
3. Explain the value-added benefits: Emphasize any additional benefits such as support, warranties, or training that can reduce overall costs by minimizing downtime or improving productivity.
4. Offer to explore optimization options: Suggest a cost optimization review to see if there are ways to reduce the cost per unit, such as adjusting order volume, streamlining processes, or providing financing options.

Sample Script (Detailed and Simple Language):

Prospect: "The cost per unit is too high."

You: "I understand, [Prospect’s Name]. Cost per unit is an important factor, especially when you’re managing tight margins and aiming to keep production costs under control."

• "One of the reasons our cost per unit might appear higher is because of the quality and durability we build into each unit. Many of our clients find that this translates to long-term savings through reduced maintenance, fewer defects, and less downtime. In the end, the higher quality often leads to fewer issues and a lower total cost over time."

• "Additionally, we offer value-added services like [mention any relevant benefits such as maintenance support, extended warranties, or training for operators]. These extras are included in the price and can significantly reduce your operational costs by improving efficiency and minimizing unexpected breakdowns."

• "I’d be happy to discuss ways to optimize the cost per unit based on your specific needs. This could include options like adjusting order volume, custom configurations, or exploring financing solutions. Would that be of interest to you?"

Probing Questions to Engage the Prospect:

• "Are there specific aspects of the cost that you’re most concerned about, like material quality, maintenance, or durability? We can explore options that address those concerns."
• "Have you considered the potential savings from reduced downtime and maintenance? I can show you how those factors can impact the overall cost."
• "Would it help if we did a cost optimization review to see if we can adjust the unit cost based on your usage or requirements?"

Call to Action:

Offer to conduct a cost optimization review or go over the value-added benefits to help the prospect see the broader value beyond the unit cost.

Example:
"Let’s go over a cost optimization review and look at the value-added benefits included in our pricing. I think this will help clarify the long-term value and any possible adjustments we can make to the cost per unit. Does that sound good?"

Key Points to Emphasize:

1. Quality and Durability: Emphasize that the higher cost per unit includes high-quality materials and superior craftsmanship, which leads to fewer breakdowns, lower defect rates, and ultimately, a lower total cost over time.

2. Long-Term Savings: Reassure them that the upfront investment leads to long-term savings through reduced maintenance, fewer repairs, and minimized downtime.

3. Value-Added Benefits: Highlight any additional services like support, warranties, and training that are included in the price and can help reduce overall operational costs.

4. Flexible Cost Optimization Options: Offer to explore custom solutions such as adjusting order volume, configurations, or financing options to potentially lower the cost per unit and make the pricing work for their budget.