Compared to What?
Practical ways to use “Compared to what?”, the question that brings hidden comparisons into the open.
Price is relative. Find out the comparison.
10 tips that really help
These ideas come from Objections (Jeb Blount), Never Split the Difference (Chris Voss), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.
Compared to what?
This question helps you understand what the customer is measuring your price against.
Ask it kindly.
It reveals their reference point
They may be comparing to a competitor, a past price or a hope.
Listen closely.
It invites them to explain
People often realise their comparison is incomplete once they say it aloud.
Wait for the answer.
Clarify the comparison
Make sure the other option really includes the same results and support.
Compare like for like.
Show what differs
Explain the extras, quality or service that justify a difference.
List three differences.
Avoid criticising competitors
Focus on your strengths and the value you give.
Stay respectful.
Compare to the cost of doing nothing
Sometimes the right comparison is the problem itself.
Estimate that cost.
Compare long-term costs
A cheaper option may cost more in repairs or lost time.
Show a simple calculation.
Use a table if helpful
A visual comparison can clarify quickly.
Prepare one.
Let them decide
After clarifying, give them room to weigh.
Stay patient.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Compared to what?”
“May I ask what you are comparing it with?”
“Is that for the same scope?”
“Here is how ours differs.”
“Let us compare the whole picture.”
“Thank you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Ask the question calmly
Listen to the comparison
Check whether it is like for like
Explain differences clearly
Show total cost
Avoid bashing
Review
Further reading
- Objections (Jeb Blount)
- Never Split the Difference (Chris Voss)
- The Sandler Rules (David Mattson)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Turn "No" Into "Not Yet"”
Keep going. Small steps every day make a big change.
← Previous: Too Expensive: What They Really MeanNext: Show the Cost of Doing Nothing →
- An Objection Is Interest in Disguise
- The Four Real Reasons for Every Objection
- Stay Calm When They Push Back
- Do Not Argue, Do Not Defend
- Pause Before You Answer
- Know the Top Ten Objections Before You Hear Them
- Write Your Own Objection Playbook
- Too Expensive: What They Really Mean
- Compared to What?
- Show the Cost of Doing Nothing
- Break the Price Into Small Pieces
- Explain Value Before Price
- Handle "Your Competitor Is Cheaper"
- When to Say "We Are Not the Cheapest"
- I Need to Think About It
- It Is Not the Right Time
- Call Me Next Month
- Just Send Me Something
- I Need to Talk to My Partner
- Create Honest Reasons to Act Now
- Follow Up Without Nagging
- We Have Had a Bad Experience Before
- I Am Not Sure It Will Work for Us
- We Already Use Someone Else
- We Are Happy With What We Have
- Reduce Risk With Proof
- Offer a Trial, a Pilot or a Guarantee
- Let Customers Reassure Customers
- Feel, Felt, Found Done Right
- Acknowledge, Ask, Answer
- Use "Help Me Understand"
- Reframe the Concern Kindly
- Turn the Objection Into a Question
- Know When to Stay Silent
- Spot a Real No
- Leave the Door Open
- Ask What Would Change Their Mind
- Learn From Every Lost Deal
- Stay in Touch With Lost Leads
- Come Back Later With a Fresh Reason
