In this video Wayne deals with what to do and say a prospect says “It costs too much!”. He outlines exactly what to say when we get this objection. A great strategy which show our prospects that cost and price are two entirely different things. A price (investment) might be higher than what they expected but if we as sales professionals can work out if savings can be made or revenues or profits can be increased, then this actually lowers the TRUE COST and in some case it will be zero or instead of a cost there will clearly be a good ROI so there is no cost at all. The real cost would be not to go ahead!