Stop Selling On Price
I wish I had a dime for every time I was told by a salesperson a prospect’s only objection was price. I would be on an island somewhere writing this blog. Maybe not five days a week, but I’d still write it.
Let’s all stand up and admit something: It’s not about price. Go ahead, look in the mirror and say it, “I didn’t do my job. It’s not about price.” Now, doesn’t that feel better?
Are there price shoppers? Absolutely. I encounter them every day. But, if they will choose you because you are $5 cheaper, they will leave you for the same reason.
My point is this: if a prospect isn’t sold, price doesn’t matter. Period. Let me say that again: if a prospect isn’t sold, price doesn’t matter. I don’t care how low you go or what all you throw in, if they aren’t sold on how you and your product can solve their problem or make their life easier–no sale.
A man without a driver’s license doesn’t care about the cost of a Ferrari. Right?
So, until we, as professionals can look in the mirror and say, “I didn’t do my job”, we’re kidding ourselves. Granted, there are people who simply don’t have the means to purchase your product, but you should determine that during the qualifying stage.
If you get to the point of making a presentation and asking for the sale and you don’t get it, it’s not about the price.
I’ve used the example before of my heart surgery: On May 18, 2009 if I would’ve been asked if I wanted triple bypass heart surgery, I would’ve told you, “I don’t want it, don’t need it and can’t afford it.” The same thing you and I hear every day.
But, once I saw the blockage, I wanted it, needed it and FOUND a way to afford it!
So what changed? My heart? Nope. It was in the condition before. My finances? Nope. So what changed?
The information available to me.
Once I was presented with the test results I was all in! Sign me up.
Think of your prospects and customers the same way. Show them the blockage. Help them see they have an issue you can correct. Do that and I can assure you it is not about the price.