Here’s the continuation of “Five Ways to Sell So Price Doesn’t Matter.”
3. Listen for your prospect’s true objection. Listen, price is an easy way to object to being sold something. Have you ever been accosted by one of those kiosk salespeople in malls? I’ve gotten sucked in a few times because the item is something I’m toying with getting. Ultimately, though, I don’t buy. I tell them it’s because of price. The real reason? They annoyed me and wasted my time when I wasn’t ready to enjoy the shopping experience. They made it about them and not about me. But, I’m not going to tell them that.
One technique to get to the problem behind the price is to ask, “If you felt that you had no problem affording this, would you buy it then?” And then wait. We are too hurry to interrupt and supply answers to others. The most respectful thing we can do for others is to listen – truly listen. And pay attention to the answer. Don’t just use the answer to “sell” them right away. Store the information and then use it to change your marketing materials and your selling script.
4. Use your prospect’s language. Selling is about developing a relationship. This is particularly true of women. People have better relationships with others that they feel understand them. If a couple is having trouble, one of the techniques that family counselors use is to teach them how to “mirror” each other. They become aware of the language that their spouse is using and use it back to them. No, it’s not fake. It helps the other person feel that you are really hearing them.
Pay attention to the industry that your prospect is in. Do research before you even pick up the phone to make that first call. Understand, at least to some degree, the jargon that they use in their everyday life. You don’t (and shouldn’t) use it if you don’t totally understand it, but it will give you an idea of how to best explain the benefits of your product/service in ways that they understand.
5. Have an outrageous goal – and an outrageous reward for meeting that goal! Get out of your own way in terms of price. If you really want to reach your goal, you will make the changes that you need to make to eliminate price as the only reason that people decide to buy from you. You will also begin to honor yourself, and your prospects, by not wasting time with those for whom price truly is the only criteria to buy.
Different economic times require that we pay more attention to our selling techniques. We need to refine them, and yes, work a little harder. But most of all, we need to work consistently and smartly to reach our business goals. Use these five strategies to bring you better selling conversations where price is no longer an issue.
