How do you respond when a customer says, “I found a better deal down the road”? For many salespeople, it’s a moment of panic and frustration. But Jonathan Dawson, sales trainer, founder, and president of Sellchology, argues that this objection is an opportunity—not a setback. By leveraging psychology and pattern interruption, Dawson demonstrates how to confidently turn this common challenge into a win for both the salesperson and the customer on today’s Saturday Morning Sales Meeting episode.
In his latest sales training, Dawson tackles one of the most nerve-wracking objections in the car sales industry: the customer who claims to have found a better deal elsewhere. Rather than reacting defensively or desperately, Dawson advises using a technique called pattern interruption. This is where you do something they don’t see coming so you can shift their perspective and introduce a new idea.
This approach involves surprising the customer with an unexpected yet calm response, such as:
“I appreciate you sharing that with me. Honestly, it doesn’t surprise me. It happens all the time in a competitive market.”
By normalizing the objection, Dawson diffuses tension and shifts the conversation toward a discussion of value rather than price alone. He emphasizes that businesses aren’t meant to be the “lowest” or “highest” priced but should aim to be fair and competitive. He explains this to customers with the simple logic:
“If we were always the lowest, we’d go out of business. And if we were always the highest, we’d go out of business too.”
Dawson then transitions to a direct question to close the deal:
“If my pricing were similar—even if I was a little higher—wouldn’t you rather buy from me and do this deal today?”
This technique allows salespeople to avoid lowering their value and instead encourages customers to weigh the relationship, trust, and service they’ll receive. Dawson contrasts this with the typical approach of price-matching, which he views as demeaning to the salesperson and counterproductive to the dealership’s reputation.
"Our goal isn’t to be the lowest or the highest; it’s to be competitive and fair. That’s what this number represents—a fair deal for a great value." – Jonathan Dawson
