Q HOW TO HANDLE PRICE OBJECTIONS 177 usually have a common response: They start thinking the sale might not happen. When you are confronted with this situation, the chal- lenge is in how you choose to respond. If you respond in the right manner and maintain control, you will successfully close the sale. If, on the other hand, you allow the customer to get the best of you, you'll either lose the sale completely or close the sale at a reduced profit. All of the training in the world cannot prepare you for every selling situation you may face. The best you can do is be as prepared as possible to handle the situation if the customer throws you a price-centered ob- jection. In this chapter I'll show you how to overcome the