The burning question buyers want answered before salespeople should answer it
If you sell products, services, technology or software as a service, there is a burning question buyers want answered.
Whether you sell to businesses or consumers, this pressing question is in the forefront of buyers’ minds. It doesn’t matter if you sell in Chicago, London, or Tel Aviv; buyers often want this question answered before salespeople should answer it.
The burning question… how much is it?
The challenge salespeople face is that buyers ask for pricing prematurely, before salespeople have been able to position differentiators.
When a salesperson is asked about pricing, he has only two choices, and neither of them position him to get the sale.
If the salesperson answers the question, he loses. The conversation becomes laser-focused on price. Unless you are selling for the low price provider and price is your differentiator, sharing the price prematurely is a surefire way to lose the deal.
If the salesperson refuses to answer the question, he loses. The buyer becomes irritated since the salesperson has not done what was requested. The conversation turns contentious.
Like I said, salespeople have only two choices when premature requests for pricing occur… to tell them or not tell them… and both lead to a high likelihood of not getting the sale.
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Tektronix | MBA
7 年I answer "our unit cost is always higher as we don't sell products on their own". They always want an explanation, then we can get into TCO.
Senior Recruitment Consultant
7 年good read
Assistant manager
7 年answer is FAB of products price and money paid is cost
Vice President Eastern Region
8 年The burning question can be answered with a 2 part question to the customer..."Is price the only factor, and does service play a roll in your decision ?" Not all customers who are only focused on price are willing to give up quality service and lower product or service standards. Most buyers still need to meet the expectations given to them by the department that ultimately uses the product or service.