As a gifted entrepreneur, Marty Thrasher has extensive experience in sales.
Of
all the obstacles that you will encounter in sales, “your price is too
high” is probably the most common. After all, everyone would get a lawn
service, a personal chef and a housekeeper if such services were free.
You
may have a great product or service. You have created marketing
materials that highlight all the features and benefits of what you are
selling. You have collected a number of testimonials from your happy
customers and yet your prospect tells you that your product or service
does not fit their budget.
What you need to understand is that,
fundamentally, people buy things, services and experiences to solve
problems. They may not look at it this way, especially when it comes to a
cup of coffee from Starbucks or movie tickets on a Saturday night.
However, all these purchases do solve problems. Whatever you are
selling, you want to identify the value that your prospects put on the
problem that your product or service is solving. The more a prospect
wants or needs something, the more he or she will pay for it. For
example, when a person buys a dog, they may be buying an animal to
protect a property. They may be buying a dog as a pet. Another option is
buying a dog as a child to take care of. People that feed their dogs
strictly with organic food and buy them ultra-expensive cuts of meat and
fish fit into this category.
When a person tells you that
something costs too much, he or she is simply letting you know that they
perceive the value of what you have below the numerical price. As a
sales person, you need to find out what a prospect values about what you
are selling and position your product or service in a way that
highlights all the necessary features and benefits just like Marty Thrasher would do.
