The “I can get it cheaper” Close

Even if you’re brand new to selling, you will have likely hear this one from clients. Nearly all of them say it. Some may use differenet forms such as wanting to shop around or look for a better bargain but it means the same thing. It’s nothing more than a little sign of fear on the part of the buyer.

Their fear is twofold. One fear is that they’re making a bad decision. The other is that they will part with too much of their money for what they’re gaining in benefits. Either way, they’re telling you that they do want your product. Your job is to calm those emotional fears and help them to rationalize the decision.

Begin by agreeing with them. Say, “That may well be true, Jerry. And after all in today’s economy, we all want the most for our money. A truth that I have learned over the years is that the cheapest price is not always what we really want. Most people look for three things when making an investment (or purchase).

  1. The finest quality
  2. The best service
  3. The lowest price

I have never yet found a company that could provide all three–the finest quality and the best service at the lowest price. I’m curious, Jerry, for your long-term happiness, which of those three would you be most willing to give up? Quality? Service? Or, low price?”

Rarely will clients want to skimp on quality or service. What you’ve done with these words is to remind them–in a kind and gentle way–that you get what you pay for. This reinforces the benefits you’ve already discussed with them as being of tremendous value. This should put a little doubt in their minds about the quality of product and service they might get elsewhere while trying to save a few dollars.

To read all of my closes, get a copy of Sales Closing for Dummies. To listen to them delivered and learn how to write your own, listen to my audio titled, Academy of Master Closing — available in both CD and MP3.

This information is copyrighted by Tom Hopkins International, Inc. for reprint permission, contact Judy Slack (




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  1. I have been in real estate since 1974 when I was first intoduced to Tom Hopkins now suggesting my children learn from Tom as well.
    Where I made most of my money was buying land by the acre and selling it by the square foot.
    Land has been my game since 1991 but could have never done it without learning sales skills from Tom.

  2. Great info, how many times have we heard that. I really enjoy studying your teaching.


  3. I have found that you need to stay calm. Some times when you are new in the business you feel as though you need that sale so bad that you would say anything to get the sale. First, I completely believe that my product or service is better than most and maybe even one of the finest to offer, Secondly, I ask the client if they are seeking a long term relationship with a professional in this sale and other sales in the future. Third, I agree with them that they MAY be able to purchase the product or service for less somewhere else but I look at them right in the eye and explain to them that I guarantee that I will be with them from the beginning to the end and if I find that it does not seem like the best bargain for them I will direct them in another direction. I will then stay in contact with them for the next sale until they buy or die. Which ever comes first. You can not make every sale but you can keep trying.

  4. anthony pizzuto says:

    great i always tell people when they try to get a better price, you get what you pay for. cheaper isn’t always better.

  5. Exactly right -= I always use, and reject those who want to low ball everything – they have a conceptual issue, and may never buy/sell anyway unless they see things that wayl

  6. Hi Tom,

    I was put on to your training in the year 1997 and I have been practicing what I learnt since then. MOst importantly I have been learning new things and refreshing what I learnt. Results are amazing. U can feel proud Tom that you have created one more sales champion to what ever count you have today.

    I will keep learning from you Tom. Thanks a pile.


    suba ananden

  7. Bruce Hood says:

    Simply brilliant.

  8. Awesome

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