Every product has a final price, and this amount is all that you end up paying. On the other hand, this doesn’t have to be true of the value and benefits that you receive from a product.
“What do you mean?” you ask. Well, if you offer a product which saves money by its use, then the longer it’s working properly and in use, the greater the value and benefits that your customers will receive. And in that case, if a prospect is hesitant about buying your product, you can respond by saying this:
“Vivian, if you purchase this machine, the savings alone will pay for it. On the other hand, if you don’t own this machine, the money that you lose each and every day will soon be even more than the cost of this machine. In other words, you can own this machine and simply let it pay for itself, or you can decide not to get it and still pay for it through the losses from the money that you fail to save. So, since you’ll end up paying for it whether you own it or not, doesn’t it make sense to go ahead and get it today?”
But let’s say you’re speaking with an even more analytical, logical, and detail-oriented person. Let’s also suppose that this prospect is aware that your product costs $200, and that it will help him save 50 cents per day. In this case, you can respond to the hesitant prospect by taking a calculator, showing it to him, and saying this:
“Okay Nick, if we divide the $200 by 50 cents per day, we get 400 days, don’t we? (Wait for the positive response.) Then as you can see, just by saving 50 cents per day, at the end of 400 days this machine will have paid for itself. But if you don’t get it today, then 400 days from now you will have paid the $200 through losses from the money that you’ve failed to save–and still not have the machine. So, you can invest the $200, which will return the $200 to you, or decide not to invest $200 but still pay $200 through daily losses and still not own the machine. Now, with these two choices, it makes sense to go ahead and invest in the machine today, doesn’t it?”
You see, people believe calculators and think that their numbers must be right. So, if you show them your calculator, the chances are great that they’ll get a better understanding of the value of your offer as well. After all, many people don’t buy because they simply don’t understand.
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