It’s an issue that has been around for years and it isn’t going away anytime soon.
The problem is the customer won’t pay more because the salesperson spends too much of their time convincing the customer they shouldn’t pay more.
Yes, I believe salespeople work against themselves way too much and wind up encouraging the customer to actually pay less than they would be willing to pay.
It starts with the lack of confidence the salesperson takes into the sales presentation.
If the salesperson isn’t confident, then why would anyone expect the customer to be confident? Customers are buying confidence and when they don’t see or feel confidence, then they won’t step up to the full price.
The problem with confidence continues when the salesperson is at the point of the presentation when they need to state the price and close the sale. Let’s get real. Again, for far too many salespeople, this is something they just can’t do with any degree of confidence.
It comes into full display with a weak voice and the sudden comment about how there are lower-price options or some other stupid comment that destroys customer confidence.
If you want the customer to pay full-price, then everything about the sales process must exude confidence.
This is why I say the level of confidence you have going into a sales call will determine the level of profit you have coming out of the sales call.
When you are about to present your price to the customer, make sure your tone of voice and pitch remains the same. If it wavers, you are giving your customer a signal you don’t believe in your price.
Second, if you ask the customer about the price, you are inviting them to ask for a lower price. Never ask your customer if the price is right. You tell them with full confidence.
Every part of the closing process and for that matter the sales process must be a continuous display of confidence.
Copyright 2013, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.