A customer enters a store. It’s clear that the product they need should meet specific needs and bring specific values. And yet, conversations with the salesperson always seem to start the same way: "How much does ... cost? What discount can I get when I buy ... ? Under what conditions and when can we expect ... ?" What usually lies behind these questions? Is the customer really only interested in the price and terms of purchase? Let’s consider why customers verbalize their needs in this way.
1. We all know a salesperson for whom sales and profit are more important than customer benefit.
We all know stories about loyalty programs that affect what the customer is offered first, regardless of whether it’s what’s best for their needs. Customer concerns are justified. These fears result in the customer’s assumption that it’s up to them to decide which product or service is best. Though the salesperson can help in the decision-making process, they are often treated as someone customers have to fight with to get the best price. Their knowledge and assistance are not used. A customer who has researched products on supplier websites, opinions on industry forums, and prices on price comparison websites is convinced that they know everything, so they ask about what’s most important for them at that stage, namely - the price. Of course, this is only part of the truth, because two or three hours devoted to online research don’t give a full picture of reality. Often, information on websites and forums is moderated by producers. However, the customer is convinced that they already know everything, so it’s their job to set the terms of purchase. And that’s what they ask about.
2. Not aware of every factor which would affect the subsequent use of the product, the customer asks about what’s easiest to understand - the price.
The best example is financial services, where - for reasons of simplicity - extremely complex products are given the same names everywhere, even though they may vary significantly. Lacking awareness of how different various products can be, the customer looks for the most easily understood information: How much will I pay? They don’t know what’s important, so they ask about the price, thinking that all else is equal.