Written by Sean McPheat |
Whenever you listen to a sales pitch, are on the receiving end of a sales presentation, read an advert or are reading one of those 453 page sales letters online, what’s going through your head?
I bet that you’re most likely saying to yourself:
“Ok, how much is this going to cost me?”
You see, whether you know it or not you’ve got a “price till” in your head and as you listen to or read what you’ll get if you actually purchase the item or service, you’re mentally keeping a running total of what you think it will cost you.
And do you know what? Your buyers are doing exactly the same!
So when you’ve got a mental note that you’re expecting the product and all of the additional extras that comes with it to cost you say £500 and when the sales person says it’s £149 you are one step closer to the sale and you say “Now that’s real value!”
And that’s your job as a salesperson.
You need to create and build the value so much that when you reveal the price, the price that the prospect has got in their head is far higher than the one you say.
When you get to that position then you’re “rockin n’ rollin!”
So, what are you doing to make sure that your prospect receives value overload?
What are you doing to reveal even more value when they say “I was expecting that to cost a lot more”, you then say “I almost forget, you receive XYZ as well too…”
That’s why you should do all that you can to avoid revealing the price before going through the features and benefits of the product.
Always make sure your sales process is adhered to, to build up the value and then reveal the price.
Originally published: 30 January, 2009