“Free delivery” is one of the toughest objections independent appliance retailers face because it involves real dollars, not philosophy. In this episode of The Steel CodCast, Anthony and Jon break down why this objection shows up so late in the sales process and how it can derail otherwise strong deals.

The conversation explores how big box delivery promises are framed, why customers mentally price out their purchase before sitting down at the desk, and how charging for delivery feels different when it is introduced at the end instead of explained throughout the experience. Anthony and Jon also discuss how proper qualification, rapport, and expectation setting turn delivery from a price objection into a credibility moment.

This episode helps appliance professionals understand why losing a sale over delivery often points to a breakdown earlier in the process and how to confidently explain the real value of professional delivery without sounding defensive. If you sell appliances in an independent retail environment and regularly hear “but they offer free delivery,” this episode will sharpen how you handle one of the most common objections on the floor.

Who This Episode Is For

Independent appliance retailers, appliance sales professionals, showroom managers, and anyone responsible for closing appliance sales where delivery is part of the conversation.

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Timestamps

• 00:00 Why free delivery is a uniquely difficult objection
• 00:35 Why delivery objections feel different than product objections
• 01:20 How big box delivery promises shape expectations
• 02:10 Why customers price the sale before sitting down
• 03:05 Introducing delivery value earlier in the experience
• 04:15 Explaining paid delivery without sounding defensive
• 05:25 Why explanation solves most delivery objections
• 06:45 When losing on delivery signals a bigger issue
• 08:30 Using rapport and qualification to close the gap
• 10:10 Why free delivery is never actually free