Okay. We’ve already learned how to defer questions about the price of your product or service whenever they’re brought up too early in the sales conversation.
If you recall, you can do this by hinting at no charge. But what if your prospects still insist on knowing the price before they’ll listen to your presentation?
Well, if that happens, there’s still another way that you can set aside the question until you’ve established the value of your product or service and the prospect has displayed buying signals. Here’s how:
Ask, “Jane, is price your only concern? Are you going to make your decision in this important area based on price alone?”
Sometimes, the prospect will respond by saying, “Well, yes. I really would like to get the best price possible.”
If that’s the case, then you reply with, “Jane, are you going to make your ultimate choice solely on the basis of the lowest cost product–without also thinking about its attractiveness, durability, service, convenience, quality, follow-up support, guarantees, and the life of the product?” (Of course, you can insert the superior features of your own product or service here.)
Now, when you frame the question in this way, very few people will say yes. You see, by asking this additional question, you help your prospects realize that there are other important factors that should be considered in evaluating the appeal of your offer and comparing it with others.
In other words, you’ll be doing them a great service by expanding their thinking to include all the factors that should go into a wise buying decision that they’ll truly be happy with.
