Price is never the how professionals sell. It’s too risky and short changes the customer. Sometimes its necessary to negotiate the price but professionals will only do that once the customer has made the decision to buy when the selling price meets his constraints.
Selling on price is a fools game, because the only time people buy on it is when they don’t care about what they’re buying.
If that’s counter intuitive stop and think about it for a minute. Think about the way you buy stuff. What are your priorities, how do you choose, how many times do you pay more than the minimum?
Why do you buy the way you do?
The only time I buy on price alone is when it’s something I have no interest in. When it comes to stuff I care about, it’s value that drives my choice.
How do I define that value? That’s a very good question.
There are all sorts of answers, but the main influence is the way the sales guy explains it to me.
The professional sales guy will take a little time to understand how much I know and how much I care.
He/she will then start to test my sensitivity to price with some alternatives, explaining the upsides, and the down.
Having figured out my cost range they’ll then target the upper end and explain all the extra value I’ll get for just a little extra spend.
All the while I’m making the decision – it’s my choice and there’s no pressure.
Focusing on value enables the sales guy to coach me to the right decision – a decision whereby she gets the highest price I’m prepared to pay, and I get the most value she’s prepared to concede.
Amateurs who try to sell me based on their prices just find they get more competition. When price is the only thing that matters, driving it down becomes a fun exercise – because I don’t want to buy anyway.
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=784097e8-8dec-4aea-9699-f54d3a6534f5)
Tweet
for Sales Management Insight, Strategies, Tactics, Processes and Tools
Check out our Tutorials at the top of this page and for Successful Sales Management implement these ideas with Front Office Box.
Comments on this entry are closed.
{ 6 trackbacks }