Ever heard “I love your product but it’s too expensive”? Here is one way of moving past it.
I’m guessing that at some stage in your career you will have
been really pleased with a sales presentation you have given, consider you have
ticked all the boxes and be dreaming about how good it will feel when you
deposit the cheque in your bank account, only to be met with “I can’t afford
it” “It’s too expensive” “I can get it cheaper from XYZ company,” or some
variation of this theme. What tends to happen in this situation is the sales
person becomes a crazy person and instantly begins to offer discounts. In other
words, to give away their profit just to make the sale! That is one of the main
reasons that we have so many Busynesses.
If you were to put yourself into the buyers shoes, you would
see that the challenge they are having is twofold; they don’t want to make a
bad decision which they will regret in the future or they have not seen the
value in what it is you are selling. They do not feel there will be enough
benefit for them for the money you are asking them to spend.
What they are not saying is, “NO!” It is your job to calm their fears and help
them reach a better decision (I am presuming here that they are better off with
your product than without it).
So how can you handle this? There are a number of options
open to you and, if possible, you should have plenty of them in your arsenal,
but here is one that I have found works particularly well for both myself and
my clients:
Agree with them.
Here’s an example of how this may sound:
“That could be true, Tom. I agree with you that nowadays we
all want the most for our money. What I have found over the years and, I am
sure you may have found this for yourself, is that the cheapest price is not
always what we really want. In actual fact when making any kind of purchase
most people look for three things:
- The best quality
- The best service
- The lowest price
I am yet to find a company that can offer all three: the
best quality, the best service and the lowest price. Just so I can help you
best, which one of those three are you most willing to give up? Quality?
Service? Or Lowest price?”
Price is always a factor but most customers have an
elasticity in their budget and will rarely want to skimp on quality and
service.
In a nice, gentle way you have reminded them that you get
what you pay for. By using this process you are reinforcing the benefits that
you have already discussed with them in your sales presentation and this will
also focus them in on the value you are offering.
They will start to think, “I may be able to go elsewhere,
but what would be the long term costs of that decision?”
We will be continuing with this sales thread over the next
month or so but if you really want to ramp up the sales in your business join
us at our ‘Double Your Sales in 2015’workshop on Friday 21st November
Thoughts
“I have never worked a
day in my life without selling. If I believe in something, I sell it, and I
sell it hard”…Estee Lauder
“People don’t ask for
fact in making up their minds. They would rather have one good, soul-satisfying
emotion than a dozen fact”…Robert Keith Leavit
“People don’t like to
be sold but they love to buy”…Jeffrey Gitomer
“Every sale has five
basic obstacles: no need, no money, no hurry. No desire, no trust”…Zig Ziglar
Dedicated to your success
Susan
Business Performance Coach
Our next Workshop 'Double Your Sales in 2015' is on Friday 21st November 2014
To Book Simply go to http://www.eventbrite.com/e/double-your-sales-in-2015-tickets-13756053727
"Would you tell me please, which way I ought to go from here?" said Alice
"That depends a good deal on where you want to get to" said the Cheshire cat.
"I don't much care where..." said Alice.
"Then it doesn't matter which way you go’
Telephone 0151 348 1202 / 07802 434 872
Growing Your Profit, Transforming Your Business, Changing Lives
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