Sometimes, you may question the price of selling your hearing care service. After hearing from a client that hearing aids cost too much, you might begin to wonder if you are pricing too high.

The economy is tough, and people can’t afford the same way. But so have your business expenses. They have gone up, too. If you were to lower your price, you might attract more people. But what if you don’t bring customers to the door at a lower cost?

These are the dilemmas you face as a business owner. Should you listen to customers who say it costs too much? Should we let this sale go and not do anything?

When clients learn about the cost of hearing aids, there is no longer an elephant in the room. Hearing care is an expensive endeavour. Most are not aware of the cost of owning a hearing aid, especially if they have been away from shopping for hearing aids for some time.

There is a market of people who can never afford hearing aids. Similarly, these are the same people who can’t afford to own a house or a car.

Even though we expect everyone to be given a gift of hearing, not every person with hearing loss will be your avatar. You don’t want to force someone to buy hearing aids they can’t afford.

For everyone else who has the means to buy, you are missing an opportunity to handle the objection within your marketing.

The underlining meaning of “It cost too much.”

When someone says that it costs too much, they are trying to indicate that they don’t see the value of the product for the price required to buy it.

Many will use an internal reference point to compare the hearing device to something they recently paid for at that same price or what they perceive the price should be.

Some people’s lack of awareness is the sole reason. Hearing care is new to them, and they are oblivious to the world of hearing care. By the time they find out exactly how much things cost, they are shocked. Clients may have believed hearing care differs from optometry services and getting glasses.

Marketing value to solve the pricing objections

Marketing value is important to push the objection away. You need to consider what exactly these individuals are trying to improve with hearing loss.

• Are people seeking more connection?
• Are people seeking better health?
• Are people seeking peace with their families who have felt the burden of having to repeat all the time?

When you reframe the purpose of hearing aids or devices for their value, the price no longer matters. It’s the results that’s worth it to them.

Sometimes, it’s not having the cash in the bank.

Some people are already sold and want to buy, but money can be a financial barrier. The money required to buy isn’t all in the bank at the time of purchase. For them, the desire would be to receive financing.

Marketing your financing plan is essential. It highlights the key concerns of getting a loan: interest rates, financing terms, and monthly costs.

People are willing to pay a premium for the life they want

No one is paying to hear better. There are a lot of people living life without hearing and doing fine. What they are paying is the desire for a better life than what they currently have. That’s where the value and price is.