The prospect might be afraid to spend money on your product or solution because feel it risky. Think about things from your buyer’s perspective. You know the solution you are selling is great, but your customer doesn’t. It’s your sales job to make your customer feel safe in the decision phase.
Make them feel like your solution will work for them as advertised. You can introduce them to clients who had similar problems or are in the same industry who have had great experiences with your product. Case studies are another great way for your prospects to see real people having real results. Could you offer a limited-time introductory offer to help the prospect see how your service or product is useful to them?
The customer must feel that buying from you is a profitable investment. Nevertheless, all investment has risk and investors know that, but they have the money to invest. However, if you are trying to sell to someone that’s got no money to invest, maybe you haven’t properly qualified the prospect based on its financial capability. You need to qualify and disqualify prospects properly so as not to avoid wasting time with prospects who are not going to end up buying your product or service.
Price is an easy objection to use to get out of a conversation, so make sure that you know what’s really going on. Start by figuring out what the lead actually means by “no money.” Perhaps, they are at the beginning of their buying process and the customer is looking for budgetary information. Maybe you can offer a financing plan or a different offering at a smaller price that does meet the budget?