In today's highly informed market, sales professionals constantly face the “Good Enough” Trap. Your prospect, empowered by tools like Google, YouTube, and ChatGPT, is a pragmatic buyer who defaults to short-term thinking. 

For example, if you sell Windows, you might be hit with the objection: 

“Why should I pay $900 per window when I can get them for $600 at Lowes? These are ‘Good Enough’”.

Our primary job is not to argue price, but to shift the buyer’s perspective from the short-term purchase price to the long-term total cost. The technique to achieve this is Future-casting (i.e., getting buyers to think long-term benefits vs. short-term).

Here is how high-performance sellers move buyers mentally into the future to gain a better perspective of true cost:

1. Lean in the Direction of the Objection

The first step in effective Future-casting is to "lean in the direction of the objection" and acknowledge the premise. An informed buyer is a pre-qualified buyer.

Acknowledge that they can, in fact, buy a cheaper product elsewhere.

Script Example: 

Customer: "Victor, I can get them at Lowes for $300 a window cheaper." 

You: "I have no doubt. You can always find a cheaper product that’s disguised as a ‘good deal’, but…". 

That's 'leaning into the objection'; "I have not doubt".

2. Sequence the Argument (PAIN, But GAIN)

Now, the word “but” is critical; it can either amplify or diminish the statement that precedes it. Once you acknowledge the lower price, use sequencing to frame the conversation.

Option #1; 

Use the GAIN, But PAIN template:

• "You can have reliable windows, but you’ll have to pay more".

Or, use the PAIN, But GAIN sequencing:

• "You’ll pay more, but you’ll have reliable windows"

Which one is more effective? The Pain, but Gain sequence. The 'but' negates or diminishes the Pain that preceded it. If you give them the Gain, followed by a 'but', you diminish the Gain and amplify the Pain.

You: "I have no doubt. You can always find a cheaper product that’s disguised as a ‘good deal’, but, at what COST?"

In this case, the 'but' diminishes the 'cheaper product' and AMPLIFIES the potential COST of cheaper windows.

3. Future-casting: The Cost of Cheap

When executing the Future-casting Script, detail exactly what the buyer can expect from the "Good Enough" product. This moves the argument from a hypothetical difference in quality to a predictable future hassle.

Here’s what you can expect from cheaper windows (the PAIN):

1. Failure Rates: Failure rates for cheap windows typically start around the five-year mark, often manifested by fogging due to broken seals.
2. Replacement Hassle: You will have to call customer service and hope the specific size or model is still in stock (which may take weeks).
3. Repeated Installation Cost: You'll have to schedule house calls to uninstall and install the new window. Crucially, you can expect to repeat this process every one to two years for the other windows in your home.

You: "Mr. Customer, this cycle of hassle may not seem like a big deal today, but when it happens, it becomes a big deal and a huge hassle.

4. Shift from Price to Cost

Ask the buyer: “Are you concerned about price or cost?” (Note: Very Zig Ziglar of me)

The true value proposition should be clearly stated: “We’re not selling windows per se, we’re selling the absence of problems for the next 10-20 years.”

5. Give them a Visual: The 20-Year Financial Reality

Go VISUAL! When you Future-cast, also quantify the true long-term financial differences. For a hypothetical 10-window job over 20 years, the numbers dramatically illustrate the trap:

6. Two Types of Buyers

• For buyers focused on the short-term, emphasize the short-term impact on window condition, resale value, and transferable warranty. 
• For those focused on the long-term, highlight the cost savings and the absence of replacement headaches.

By implementing Future-casting, you move the conversation away from the temporary "price" objection and toward the permanent value of reliability and peace of mind.

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