Avoiding The Price Issue With Customers
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On our sales courses, we often get salespeople questioning how they can draw their customers’ concentration away from pure price.
These are tough times, but it is still possible to put the emphasis on things other than price. Try these:
Put your Products and Services in the Limelight: Before you present any solutions, get the customer to agree on all the specific negative financial impacts of the problem they are facing. Ask how the problem that your solution solves has an impact on their profits and income. Ensure you do this while you are questioning effectively, and make sure they agree with the analysis you have worked out.
Make Yourself Unique: You must have something unique (or at least different from your biggest competitor) that makes the customer think your solution is the answer to their problems. And you must be specific enough to make the customer ‘see’ your solution is the answer. If you don’t, you run the risk of the price still being the most important differentiator to the customer.
Be Specific With The Benefits: The benefits must be worth more to the customer than the price. The best way to do this is to get the customer to quantify the specific financial impact of your differentiators on the finances of the problem. You might quantify how much the customer will save with you rather than your competitor’s product, or the value of the time they will save if they use your services rather than anyone else’s.
Following these ideas makes the customer think of the financial impact of NOT going with you, rather than the price of doing so. If you can get the customer thinking this way, not only will the price not be top of their agenda, but the value of what you have will be that much greater to them.
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