How should a salesperson interpret the statement "The price is higher than I thought it would be"?

Interpreting the statement "The price is higher than I thought it would be" as a red light statement is appropriate because it indicates that the potential customer has a significant concern about the price, which could be a barrier to making a purchase decision. A red light statement signals hesitation or doubt, suggesting that the customer may not be fully on board with proceeding further in the conversation.

Recognizing this signal is crucial for a salesperson, as it provides an opportunity to address the customer's concerns and potentially reframe the conversation regarding price or value. Effective responses may include exploring the customer's budget, emphasizing the value offered by the product or service, or discussing financing options.

In contrast, the other interpretations do not align as closely. A trial close statement would generally indicate that the customer is testing the waters to gauge interest or readiness to purchase, while a confirmation statement signals agreement or affirmation about previous discussion points. A competitive objection, on the other hand, typically involves comparing the price or value of the offering to that of competitors, which isn't explicitly stated here. Thus, identifying it as a red light statement accurately captures the customer's hesitation concerning the price point.