The 32 Worst Things You Can Do in Sales:
8. Selling Price Alone
By Steven J. Schmidt (2/16/09)
A lot of salesmen make the mistake of selling price instead of value. The purpose of salesmen is to explain the value that a customer is getting for a particular service or product.
Anyone can tell a customer what the price of a service or product is. Additionally, the customer will say, "No, that is to much," or "OK, fine." Either way, you are not getting a valued customer. Even if that customer goes with you because your product or service is cheap, they will eventually go with another salesperson the next time they want a similar service or product. There is no value in what you are selling and there is no loyalty for them to go back with you.
Most consumers will say, "Oh that price is to high," when you give them the price without mentioning what they are getting for that price. This means that you must first talk about the value that the customer will get for your service.
Suppose you are in the business of cleaning windows residentially. You are giving an estimate to a customer and they ask you, "How much do you charge to clean each window?" There are two answers that you can give. The first is, "Each window is $10 per window." The customer will probably say, "Wow that is really expensive," or "That sounds a bit high."
At that point, they will try to talk you down in price, meaning your sale will turn into a negotiation. That is the wrong way to attain the sale, and the customer will go elsewhere if they feel the price is to high and they can get it for a cheaper price.
So, the question is, how do you differentiate yourself from the competition, and not just talk about price, like every other salesmen or company does? Let's take that same example. Now, let's see what happens when you explain value.
You tell the customer, "The price per window includes water and bio-degradable soap. We then use a fungus and mold-removing scraper, squeegee, and finally wipe it down with a towel. We do all of that on the inside of the window and the outside of the window. Oh, I almost forgot, we do all of that for only $10."
The difference is that you did not talk about price right away. In fact, you avoided it with a smooth transition. You gave them a list of everything you do, so they know what they are getting. You then mentioned the price as if it was no big deal and that they were getting one hell of a deal by saying, "only $10.00 a window."
Mentioning price first is a crucial mistake that can and will result in a loss of lots of potential sales. That can be avoided, but you must explain the value that the customer will be getting. If a customer can see how you are different, chances are that they will go with you and use you in the future because you took the time to explain what they were getting.
More from The 32 Worst Things You Can Do in Sales
- Walking Away - 2/16/09
- Not Looking Customers in the Eye - 2/16/09
- Talking Too Much - 2/16/09
- Not Listening to Customers - 2/16/09
- Not Knowing Your Product - 2/16/09
- Not Being Organized - 2/16/09
- Getting Distracted - 2/16/09
- Selling Price Alone - 2/16/09
- Not Getting Proper Rest - 2/17/09
- Getting Flustered (Lack of Production) - 2/19/09
- Leaving Territory Too Quickly - 2/20/09
- Being Rude to Customers - 2/23/09
- Being Too Content - 2/24/09
- Maintaining Poor Hygiene - 2/26/09
- Pressuring Customers - 2/28/09
- Not Having Fun - 3/2/09
- Not Closing - 3/3/09
- Lacking a Powerful Introduction - 3/4/09
- Not Following Up With Customers - 3/6/09
- Not Having a Strong Mentality - 3/8/09
- Lacking Discipline - 3/10/09
- Not Handling Objections - 3/12/09
- Sounding Desperate - 3/14/09
- Having Poor Customer Service - 3/17/09
- Not Taking a Vacation - 3/21/09
- Misreading Customers - 3/27/09
- Lacking a Unique Sales Identity - 3/31/09
- Not Letting Yourself Be Known - 4/6/09
- Not Having Patience - 4/9/09
- Not Holding Yourself Accountable - 4/11/09
- Hitting on a Customer's Wife - 4/13/09
- Acting Like a Salesperson - 4/23/09
- Overview - 5/23/09