October 26 , 2007
Selling Tip: Stop Focusing on Price
Sue shared the following information with Billy. Sixty eight per cent of his fellow sales people, per a survey of the Sales Board, from a wide range of industries thought that price was the main concern of the customer. In contrast when customers were asked what was most important to them in a purchase their response was much different. The majority of people were more concerned with quality, service and relationship more than price.
Next Sue made a big banner and posted it in front of Billy’s desk so he could see it everyday. The banner reads: The only time price is the main issue is when there are no other factors that are more important. If price is more important you did not fully qualify the sale using the DNA Sales Systems strategy called the Discovery Shaft. The result is you lost control of the sale. To lose control is bad but not fatal. Billy will still have a 20% opportunity to win the quote. Just remember it is a quote not a sale.
Sue also insured Billy that during their pipeline debriefs she will be asking Billy the emotional reasons for the purchase. Billy must prove the emotional reasons for buying by verifying those emotional reasons through Artifacts. The Artifacts which are sent to the prospects after the sales call must clearly show that the prospect articulated the impacts, the costs of the impacts or future gain not currently being received. If that evidence is not produced then you have lost control of the sale and it is a quote.Last Sue suggested using the DNA Sales System step one in the Sales Pryamid called Bonding and Rapport. She specifically recommended a better use of the “Rules of Engagement” strategy. In the “Rules of Engagement” strategy you can set up price as an area to address before the meaningful conversation should begin. For instance after the “Rules of Engagement” are set say something like this, “Mr. Prospect,, my biggest concern is your focus will be on price and that addressing the true reasons for making this purchase will take a backseat to price.” Sue explained that by addressing price earlier on you will receive a true understanding of how it fits the decision making process. It is at this point Billy can decide to fish or cut bait.
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