Getting them to buy at YOUR higher price
I was looking at a couple of pieces of office furniture from different dealers.
One was more expensive than the other, but I liked it better.
The sales rep with the more expensive furniture was good.
He asked lots of questions, knew my buying motivators, and pretty much had gone through the process I teach for dealing with resistance and objections.
Even though I knew what he was doing, it was natural and conversational, as it should be.
He knew I liked it better, and that I didn’t have a valid reason for not buying what I really wanted, other than trying to get a deal.
After I hemmed and hawed awhile about hesitating because of the price, he said,
“Two years from now, after you have been enjoying this for a while, and have forgotten what you paid for it, do you think you will have made the right choice?”
Wow, what a great question! Of course I bought it.
In one of my first corporate-life sales positions, a wise trainer said to me,
“There are no price objections, only value questions.”
So true.
Here are a couple of ideas to use when faced with someone hedging on paying your higher price, after you have learned the real reason for objecting, and have asked questions to create some doubt.
(Of course you could adapt the one the guy used with me.)
“Something I suggest people in your situation do is to project out a year or two, and then think about how they would answer the question, ‘Which choice will I be happier with, and will have profited from?’”
Another variation:
“If you were able to travel out to about two years into the future, and look at the decision you’re about to make, what do you think it would be?”
I heard a sales rep use this next line, and although you’d really need to be careful with who you used it with, it does present its point nicely:
Prospect: “Your product costs more than the others out there.”
Sales Rep: “So does a Jaguar. It really gets down to what you really want. Let’s talk about that.”
It’s likely that if your prices are higher, there’s a value-associated reason for it. Learn what is important to your buyer, match your results to their wants, and you find that price is not as much of an issue.
If you ever get shot down or lose deals because of objections, you are missing out on sales you can and should have.
Make it your best week ever!
Art Sobczak helps sales pros prospect, sell and service accounts more effectively by using conversationally, non-sales messaging, and without “rejection.” Get a free ebook of 501 telephone sales tips at businessbyphone.com/501-tips-ebook. Email editorial @mhwmag.com to contact Art.
