Sales Objections FAQ

Sales Objections FAQ

A1. The Price is Too High:
The price will always seem too high, until you can see all the additional profit that the Trooper will produce. Are you saying you can purchase a similar press from someone else cheaper?

Many sales people confuse Price Negottation with Cost Justification. You must first find out why "Mr. Jones" thinks the price is to high before you can handle the objection. This is easy enough by asking, "Mr. Jones you say my price is to high. Why do you think that?" He will answer with one of the following:

1. Well it's just to high.

2. Compared to your competition it is to high.

3. I don't have that kind of money.

4. The price is just unacceptable.

Most buyers know ahead of time which machine they want to buy. They know ahead of time how much the machine will cost. They just don't want to pay the sticker price. They want to be convinced in their own mind their they are getting the best possible deal on the press. Getting the best deal...That's price justification!

Cost justification should result in the buyer believing he will make money with the purchase. Buyers will spend money when they see they can make money. If the cost justification is accurate, promising and probable, then the buyer should be less likely to drill the seller over price.

COST JUSTIFICATION and PRICE NEGOTIATION are different and separate. Buyers use the TOO HIGH objection as a way to avoid buying from the salesperson he is dealing with. That is why the seller has to make the buyer tell them why he thinks the price is too high.

A2. M & R has a Higher Resale Value:
If you plan on selling your new press right away, then this is a valid concern. Do you already plan on selling your press? However, if you plan on keeping your press for many years then the "resale" value becomes minimal, no matter what the brand is.

A3. Competition has a "service tech" nearby:
This is nice, but wouldn't it be nicer if: 1) the press didn't breakdown; 2) your could repair it yourself without paying the local service tech; and 3) you could purchase replacement parts locally, instead of having to fly custom parts in from the vendor.

A4. M & R has the Revolver Flashing Program:
The Revolver program is clever, but Very Slow. Think about it, if you have to rotate the carousel back, every time to the flash unit, and then back to the next print head, you are loosing the advantage of printing all the colors at once. In fact, its faster to print this type of "specialty job" on a manual press. With the Trooper, you don't need a "revolver program" because you can print-and-flash at the same station. Simply add another Shuttle Flash and increase your production.

A5. The Competition has more Features:
This is basically true, but it is actually more accurate to say that the features are different. For example, do you really want to have a "print counter" or "job counter" or a "modem" on the press? Everyone counts the shirts prior to production, you know the job you are working on and the modem for troubleshooting is a real hassle. It's better to concentrate on the features you actually need and want vs. a lot of "extra bells and whistles" that don't mean anything.

A6. M & R & Tuf have "Rear Micro":
So do we...and our Rear Micro is a Standard Feature and offers true laterial movement. FYI...the rear micor is an option on the M & R.

A7. M & R & Tuf have Air Clamps:
And they tell you that you must also use the "manual clamps" (like the ones we give you) in case there is a drop in air-pressure. The Trooper makes this an option, if you want air-clamps.

A8. M & R & Tuf are Faster:
This is true, based on which model you are comparing the Trooper to. For e xample, the Mini-Trooper and Trooper will cycle at 50 dozen per/hr. The Diamondback and the Freedom I believe are rated at only 30 dozen per/hr.

Their more expensive models do cycle faster…but there is a big difference between "cycling speed" and "real-life production" speeds. Also, unless you always have 2 press operators (one loading and one unloading) the speeds are neutral.

A9. I Like My Salesrep from…:
Does that mean to you don't like me? Just kidding…I think you will really like all the people you'll meet here at Lawson too. The decision on purchasing a piece of machinery that will last you the next 10 - 15 years, must be based on much more than just liking your local salesrep, who probably doesn't know much about the technical aspects of the press anyway.

A10. I can get Faster Delivery from…:
This may be true, but not always. Some of our competitors tell you they can deliver, but really can't, just to take you out of the "buying market". After they have your deposit, what are you going to do? Lawson is giving you a realistic ship date…not a dream or a hope, just to get the sale. Further, even if our delivery is really longer, this is a press you are going to live with for many, many years. I would not make an important purchasing decision like this, based on a quicker delivery from someone else. Buy the press you want, not the one you can get faster.

A11. Wood Vs. Aluminum Platens 
Remember, you can substitute aluminum platens for a special price of only $50.00 per/platen, if the customer wants.

Wood Composite - Benefits:

  • Plain wood does warp, but Lawson's special wood composite is warp-resistant and is combined with 2 rear-to-front support tubes. Lawson's Double Support Beam System keeps the platens flat even under heat;

  • Dual faced lamination minimizes moisture absortion and warpage;

  • Lawson's special wood composite platen is actually flatter than aluminum;

  • Wood composite is lighter so there is less unsprung and spinning weight;

  • Platens can be easily modified in the field and easy for you to make custom size and shape platens;

  • Wood composite is less expensive.

Aluminum - Considerations:

  • Aluminum platens can warp less than wood under heavy flashing;

  • Aluminum retains more heat than wood so flashing time may be decreased -- but it will also vary during the day as they heat-up and retain more heat

  • The only flat platen is an aluminum honeycomb platen (available via special order).

The only new objection in the past 100 years: "I can get it cheaper on the Internet."

A12. Your Price is too high.
When someone says your price is too high, it's too late in the sales game to recover without dropping your price.

A better ploy is to say during your sales presentation, "A lot of people who are considering purchasing our stuff look at our price and look at our competitor's price and believe ours to be higher. In fact, even though we may have the higher initial price, we have a lower cost over the term of use. Our productivity is the highest. Mr. Daniels. People buy in 30 minutes, but they use it for years. Let's look at how you are currently using our stuff."

The Old World tactic was to ask, "Well, how much were you thinking about paying?" or "How far apart are we?" or "Well, how can we work this out?" or -- my favorite dumb sales response -- "What will it take to get your business?" The reason that price plays into a selling cycle is that you have not communicated the value reasons for the prospect to buy and your price is the only thing left for the prospect to consider.

A13. I don't want to buy a ....
"I know you don't. That's why I came to see you. I knew if you wanted one you would come down to the office and pick one out. What I've come for is to find out why you don't want one."
- Thomas J. Watson

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