What I Say When Clients Push Back on Price

What if the homeowner says your price is DOUBLE your competitor’s and you still close the sale?

In home improvement sales, there will ALWAYS be someone cheaper. The key isn't figuring out how to beat the competition's price. It's learning how to build enough value that price stops being the deciding factor.

In this training, Dan Coomesbarry breaks down a systematic approach to value building, differentiation, discovery, pricing confidence, trial closes, and closing premium home improvement sales.

WHAT YOU'LL LEARN

• Why competing against the cheapest contractor is a losing strategy • How to differentiate yourself in the eyes of the homeowner • Why a proper survey and needs assessment are critical to building value • How to discover what the homeowner actually values • How to tailor your presentation around the customer's specific needs • How to connect product features to meaningful homeowner benefits • How to use social proof to strengthen your presentation • Why you should price condition before revealing the price • How trial closes create genuine commitment throughout the sales process • Why confident sales reps don't apologize for premium pricing • How to handle the dreaded "Your competitor is half your price" objection • Why you shouldn't try to justify or defend your price after presenting it • How to reframe price around risk and value • The difference between an order taker and a closer • Why your biggest competitor may actually be the "six inches between your ears" • How conviction in your product affects your ability to close premium sales

THE CORE SALES LESSON

There will always be a cheaper option.

Instead of fighting that reality, build a solution that the homeowner actually wants.

When you've properly discovered their needs, connected your product's features to their personal goals, differentiated your solution, and built value throughout the presentation, the conversation changes.

You're no longer asking:

"How do I beat their price?"

You're asking:

"How much risk are you comfortable taking?"

That's the mindset that allows premium home improvement sales professionals to sell on value instead of price.

VIDEO CHAPTERS

00:00 — Introduction: Stop Competing on Price 01:02 — The Formula for Building Value 01:37 — Step 1: Differentiation 02:46 — The Importance of Discovery & Needs Assessment 03:41 — Why Speed to Lead Matters 04:28 — Understanding What Homeowners Value 05:03 — Don't Sell Too Early 05:23 — Turning Features Into Personal Benefits 06:30 — Price Conditioning & Trial Closes 07:21 — Building Commitment Before Price 08:32 — Order Taker vs. Closer 08:46 — The $32,000 Home Improvement Sale 10:40 — "Why Is Your Price Twice as Much?" 11:02 — Price vs. Risk 11:52 — Stop Justifying Your Price 12:40 — Confidence, Conviction & Assuming the Sale 13:42 — Why Price Doesn't Always Matter 14:17 — Stop Competing With Low-Price Competitors 14:43 — Premium Products Shouldn't Be Discounted 15:34 — When the Customer Wants It but Can't Afford It 16:00 — How to Properly Build Value 16:13 — Value Engineering Your Demo 16:41 — The Key to Selling Premium Solutions 16:55 — Final Thoughts

TAKE YOUR SALES GAME TO THE NEXT LEVEL

Want to learn the systematic sales process behind the concepts discussed in this video?

Check out the Grosso University Sales Academy Masterclass, a virtual sales training program designed specifically for home improvement sales professionals.

Sales Academy Masterclass: Learn More About the Sales Academy Masterclass

Grosso University Closer's Guide: Get the Grosso University Closer's Guide

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If you're a home improvement sales professional, sales manager, or business owner looking to close more deals, sell premium solutions, overcome price objections, and build a stronger sales team, subscribe to Grosso University for more sales training and closing strategies.

Yes, you are a closer.