Sales Tips Series
When was the last time you bought a car, a house, or any other major purchase, and said, “Thanks, I’d be happy to pay full list price?” That probably has never happened. Whenever a good chunk of your money was involved, you tried to get it at a lower price.
That’s just human nature. No one wants to pay more for something when there is a possibility that it is available at a lower price. That’s true for your customers as well. They wouldn’t be doing their job if they didn’t ask for a lower price. So, don’t be surprised if they ask for a lower price. Be surprised if they don’t! That said, the real question is, “What can you do to insure that you get the business at a decent price?” Three thoughts: 1. Focus on Exceptional Execution of the Essentials. If you do an exceptional job of the essential behaviors of a professional salesperson, you’ll have increased the likelihood that the customer will pay your full price. Over and over again, I find myself bringing salespeople back to the essentials of the job. And I discover, time after time, that almost every sales problem can be fixed or prevented by doing the essentials well. What are the essentials?
- Building rapport and creating relationships such that the customer trusts you, knows you and is comfortable with you.
- Learning about the customer’s situation, needs, interests and motivations in a deeper and more detailed way than your competitors.
- Presenting your solution in a thoughtful, well prepared and persuasive way.
- Acquiring agreement on the next step at every point in the process.
Do these things well, better than your competitor, and you’ll gain more business and prevent some of the “lower price” requests. It sounds so simple, and in a sense it is. The problem is that we are never as good at these things as we can be. Constant improvement in the essentials is a never-ending process that should engage us for the rest of our careers. So many salespeople look for solutions in some cute phrase to say, some magic word, or some clever strategy. The answer so often is in our own exceptional execution of the ess