Tool Box

Issue No. 36 - August/September 2007

Help your customers think past the price

by Craig Stubing

This is an important concept to get. A business can't afford to always be the cheapest; if it does it's almost certain that it will go broke.

There are several ways to make dealing with this challenge. One of the ways is to remember that most buying decisions have an emotional element to them. For example, think back to the last time you, knowingly, paid a higher price to deal with someone you liked. (The lesson here for salespeople is to be likeable. This doesn't mean being fake or phoney but it does mean being the most likeable person you can be.)

Apart from this, what else can you do?

Firstly, you should take the time to identify the reasons, apart from price, why a customer should deal with you. This means thinking about what you offer to prospective customers from their point of view. As you do this you need to remember that there are two aspects to what you offer; they are the product or service itself and the ways in which it is supplied, del...

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