If you want to lower the chances of having your prospect be displeased with the price of your product or service, it’ll help if you wait until a specific point in your presentation before you explain your price for the first time. And to be more precise, that point in the conversation is when the prospect fully understands what you’re offering and why it’s a great fit for him right now.
But you don’t want to mention the price before that point. Until then, the focus of your presentation should be on what the product will do for the customer as well as the value he will receive.
And on top of this, when the time is finally right to address the question about the price of your product, it’ll help if you don’t just tell the prospect the specific number of dollars all by itself. Instead, it’s more effective if you use what’s called the sandwich technique.
“What’s that?” you ask.
Well, as the name suggests, with this approach, you sandwich the price between two descriptions of the value and benefits that the customer will enjoy after he owns your product. For instance, here’s an example of how this works:
You say, “This model, with all of these features and benefits that you’ll receive, and which is backed by a full-year warranty, is available for X number of dollars. And in addition to that, we also provide you with complete training, and customer service is available 24 hours a day, seven days a week, where you can talk to a real person to ensure that you’re receiving full value from this product.”
Ok. Now, you may be wondering, “How does this approach actually help?”
Well, you see, by sandwiching the price between two descriptions of benefits, you keep the prospect focused on the value he’ll receive instead of the cost. In other words, the more the prospect wants what you have to offer, the less concerned he’ll be about the price.
But the thing is, you don’t increase buying desire by arguing with him about your price. On the other hand, your goal is to increase his desire to purchase by emphasizing the benefits and results that you deliver.
Then, once the prospect is convinced that the advantages he’ll receive from owning your product are much greater than the amount of money you’re asking for, he will buy.
