Hardwood Floors June/July 2025

By Paul Reilly

Looking back, I realized something: I wasn’t being honest with the salesperson. Here’s the truth behind the price objection…the price wasn’t too high. In fact, the fee was well within my budget. The real issue? He didn’t sell me on the idea. He didn’t convince me that his solution would deliver my desired results. He failed to present a compelling case to partner with his company. Price had nothing to do with my decision – it was just an “easy excuse.” So why didn’t I tell him the truth? Well, I liked the salesperson. He was professional and personable. Telling him, “It’s too expensive,” was simply the easiest way to let him down gently. It allowed me to reject the deal without rejecting him.

And just like that, the sale was lost – not because of price, but because the value wasn’t clear. How many of your customers use price objections as an “easy excuse”? Our research shows that price is the deciding factor 17 percent of the time. So, if price isn’t the real issue, what is? Blaming price is a convenient way to protect our pride. It’s easier to say, “I lost the deal because of price,” rather than admit,

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@hickmanwoods

DEC 2024/JAN 2025

REVEALING THE NEW CLASS OF

Red Oak Rift & Quarter Sawn

100% FSC Certified, milled and manufactured at our mill in PA. Totally integrated from the forest to the unfinished floor. 7'-12' lengths and wide plank available. We have the best oak in the country growing in our backyard. 501 Main St. Emlenton, PA 163373 724.867.9441 | www.hickmanwoods.com

PIN MOISTURE METERS FOR WOOD FLOORS TOOL MAINTENANCE SCHEDULES

For more details, visit HARDWOODFLOORSMAG.COM