If you're explaining yourself, you're not winning the conversation. When a customer says "you're too expensive," the worst thing you can do is defend your price. Ask this one question instead. In this video, I share one of the most powerful questions in selling: "What makes you say that?" When a customer challenges you and you start explaining (quality, 24/7 service, your people), they just sit in judgment. I've never once heard a customer say, "Oh, that's why you're expensive." Asking "What makes you say that?" turns it around, so now they have to explain where their assumption came from. I'll walk you through a real example from a client who sells radio and TV advertising. A customer tells them, "radio is dead." I show how two questions, "What makes you say that?" and "Compared to what?", expose that assumption and move the conversation from eyeballs and dollars to conversion rates and average deal size. 🔑 Key Takeaways: • If you're explaining yourself, you're not winning the conversation. • Don't defend an objection. Ask "What makes you say that?" • Many objections are assumptions with no foundation. If you try to answer them, you'll lose the argument. • Ask "Compared to what?" to reframe price objections. • Move the comparison from quantity (how many people see or hear the ad) to conversion rates and average deal size. • Sales is not about talking a lot. It's mental jiu-jitsu. • When the customer stumbles, that's your chance to educate them, position yourself as the expert and earn their trust. Selling ain't hard when you ask great questions and you know how. 📘 Tired of hearing "your price is too high"? My new book, *Priced to Win* (Wiley), comes out November 9. 👉 Visit https://victorantonio.com for training, keynotes, and more. 🔔 Subscribe for more sales strategies every week: https://youtube.com/victorantoniolive #SalesTips #SalesTraining #ObjectionHandling #PriceObjections #SalesQuestions #VictorAntonio #PricedToWin