13 What to Say When They Say I Can’t Afford It

When a prospect says, “I can’t afford it,” it can feel like a deal-breaker—but is it really? In this episode, Marcus & Nara dive into Coach Dan Gordon’s deeper take on overcoming financial objections. It’s not just about tactics; it’s about shifting the conversation from scarcity to possibility. Discover how fear, not finances, often drives this objection, and learn how to guide prospects toward creative solutions that align with their needs. With practical tools for building trust and empowering decisions, this episode will equip you to handle this common objection with empathy and confidence. Ready to turn “I can’t” into “Let’s make it happen”? Let’s dive in.