When exposing the price during an interview for the sale of valuable products or services, certain fears arise among inexperienced sales representatives.
These fears generally arise from experiences where the expressions of surprise or disenchantment of the potential buyer even go so far as to wreck an excellent possibility of sale, almost reached up to that precise moment.
From which a logical question arises as a consequence of this aspect: How many sales can be lost due to inefficiency when setting a price?
The topic is simple but like everything in life, it requires an analysis that allows establishing what aspects should be considered in the treatment of price during any interview.
Let's agree first that no one will buy what does not ensure the satisfaction of your needs or the solution of your problems. This means that if we are not facing a potential buyer (prospect) who has needs consistent with the benefits offered by the product or service, he is not a groom or bride for that wedding.
Likewise, if during the course of the interview you were not able to accept the benefits of the product or service as valuable for your previously stated needs, any price that is announced to you will seem high.
This consequence may well be due to the seller's lack of ability to conduct an effective sales interview, both due to lack of training in Professional Sales Techniques or due to deficiencies in their profile for the product or service they offer.
Continuing with the analysis, if the prospect is really interested in the product but objects to its price, it may be because:
- You have a competitive option at a lower price, with which the seller must reliably demonstrate, through effective arguments, why your product or service has superior value. You do not have the resources to become an owner or user. In this case, especially when they are very repetitive, it will be necessary to develop new Marketing strategies in terms of financing that allows you to access it.
Some simple techniques, when they are learned and applied efficiently and consistently, will provide greater security to the seller when he must expose this topic.
One of these techniques is to add other benefits not mentioned in the interview up to that point, which helps the prospect understand the why of the value he hears from the seller.
Another is to present the total value accompanied by the benefits you will receive during its use, with its corresponding unit cost. For example: a cover guaranteed to yield 50,000 km and costs $ 85.- each, means that the cost per km of it will be only $ 0.0017.
This allows it to be compared with other "apparently cheaper" options, since in our example, it will be less when compared to the one that only yields 40,000 km and costs $ 80, since its unit cost is $ 0.002.
So when a client or prospect tells you that their proposal is very expensive, don't hesitate to ask them face to face with respect to what? This will establish which case you are in and begin to act with greater security at this important moment of any sales interview.
© Copyright 2008, by Martín E. Heller
