Your Price is Too High is Not a Question

IX, Issue 5- Back to Archive

Volume IX, Issue 5
June 10, 2011

SalesFocusInc.com	410.442.5600
info@SalesFocusInc.com	toll free 866.840.8305

It's a fact that buyers seldom leap to the lowest price. They buy for their reason, and, they often buy from someone they can trust and feel are creditable. This is truly in your control, if you just remember that people buy from people they like. People like people who are just like themselves. The truth is that you, personally, do make the difference in getting the order.

Most important - Never answer an unasked question! Salespeople often hear a question, when, in fact, the buyer is simply making a statement. "Your price is too high," is a statement, not a question. Yet, typically, the salesperson hears it as both a question and as an objection. Then, with the pressure on, they fight to address the issue, with some statement that starts with, "Yea but..."

"Your price is too high," does not call for an answer; it calls for a question. This statement from the buyer is obviously designed to put a tremendous amount of pressure on you, and the buyer is waiting for your response.

Shift the pressure back to the buyer. They made the statement. They asked for it so give it back to them. You can do this by helping your prospect convert their statement into a clarifying question. This is simply done by asking the question: "Which means?"

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So the next time you hear the predictable sentence from your buyer that "Your price is too high"; pause, look them in the eyes and in a nurturing tone of voice respond by saying, "Which means?"

Put the pressure back on their side and they will clarify their statement. It may mean they need to see value to pay your price. It may mean they were expecting a higher price and got one, or they may want to know if there is any room for negotiations. If they want to play you to drop your price, put the ball back in their court by simply asking: "You must be asking that for a reason." Selling is like the game of tennis; you score points only when the ball is on the other side of the court. Keep the pressure on the buyer's side of the court and you will score points and win at the game of selling.

Some salespeople can handle just about any sales problem except when it's about price. They can answer the most stubborn objections, whether about quality, delivery or timing. But when it comes to pricing issues, they are quickly thrown off track. When the buyer complains about cost, the salesperson is cooked. It's over and the salesperson easily drops the price.

I am not trying to minimize the obstacle of price issues; for many salespeople, it can be a tough one. Salespeople should not cave in when they meet it. Let's examine some factors in the pricing picture.

The graveyards of bankrupt businesses are full of companies who were afraid to charge full price for their work. In other words, companies like yours must price their products and services so they can be sure of sales and profits. Never be afraid to ask for the full and legitimate value of your products and services. You are entitled to get it!

Never be defensive or apologetic about your price. Never let the sales call slide down into a price war. You will lose control of the order and the profit. Meet the situation, not the price.

Typical salespeople go to war when they hear the words, "Your price is too high." They have been taught to respond with statements like, "I know you can get it done cheaper, BUT... you might not be happy with the work." They are prepared to fight intelligently for their price. They present logical reasons why they should still get the order even though "the price is too high." They offer up evidence of the benefits of buying from their company.

Some salespeople, but not in your world, just bail out when the price issue comes up. Others, again not in your world, even after the sale has been lost, they still go on with their presentation (unpaid consulting), hoping that something magical will happen.

Remember statements like "your price is too high," "other bidders have come in lower," "you are not the lowest," "I am not sure," and "that's more than I expected," are not questions.

SO NEVER, EVER ANSWER AN UNASKED QUESTION!

Simply respond with, "Which means?"

or contact us directly at 410-442-5600.

About Sales Focus Inc.

Sales Focus Inc., the leading sales outsourcing company in the US, is focused on developing immediate revenue opportunities for our clients. Our sales outsourcing and process improvement solutions focus strictly on sales deployment and effective management. We work closely with our clients to develop, launch and manage effective sales teams that focus on one thing - generating revenue. Our "One-Team" approach allows focused companies to thrive and succeed in today's competitive environment! We focus on cost containment and profit enhancement solutions. Profit enhancement is a different mindset than cost cutting. Cost cutting means doing less of something; profit enhancement implies doing more of something that will boost the bottom line. We represent the concept of focused profit enhancement solutions.

Sales Focus is driven towards a single goal: "Generating Immediate Revenue for our Clients!" Whether it's implementing our S.O.L.D. Methodology, Developing Lead Generation Programs or Launching an Outsourced Sales Force, we remain focused on the goal of TACTICALLY GENERATING RAPID REVENUE. Let us help you not only meet, but exceed your sales goals.

Sales Focus Inc.
2205 Warwick Way, Suite 100
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P. 410.442.5600
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URL: www.SalesFocusInc.com

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