Review of Crush Price Objections Crush Price Objections is a book about holding the line on prices and protecting margins for sellers. The author hopes to prepare the readers to handle a price objection than the buyer is to offer it. Sellers’ challenges One fundamental challenge of dealing with price objections is resolving differences in your subjective realities. Since the outcome is strongly tied to expectations, it is a good strategy to have positive expectations. Cutting and contracting is not the way to prosperity. We must expand, leverage, and sell our way to. prosperity. Buyers’ characteristics People make relative-value decisions – weighing what they want to acquire against what they sacrifice to acquire it, thus it is important to understand the context in which they make their buying decisions. Attributes that buyers value over price are quality, service, availability, and knowledgeable salespeople. Dissatisfaction drives change – people change when the pain is greater than the gain. Selling strategies Selling profitably requires changing the way buyers view things by stretching their time horizons from short- to long-term and enlarging the conversation from price to money. These 2 fundamental strategies – stretching the time horizons and enlarging the conversation – link all…