int(1) int(2) Leave the price for the end | Strategies for success | Sell it in English

Turn the sales process upside down. Don’t follow the customer. Don’t do what the customer expects you to do at the beginning of the meeting or conversation. Don’t start with the price. The price is the final element - a reward for the values that are important to the customer. In this way, you’ll make sales, you’ll earn money, and you’ll have loyal customers who build your value on the market.

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.


Dostęp możliwy dla zalogowanych użytkowników serwisu. Jeśli posiadasz aktywną prenumeratę przejdź do LOGOWANIA. Jeśli nie jesteś jeszcze naszym Czytelnikiem wybierz najkorzystniejszy WARIANT PRENUMERATY.

Zaloguj Zamów prenumeratę
Ulubione Drukuj

Zobacz również

Business English Video Course

Czytaj więcej

How to reliably demonstrate product advantages to a client


I once met with a person offering negotiation training - apparently the best in Europe. We sat down, and I spent the next hour hearing about the superiority, attractiveness, reliability and other advantages of their offer. After 10 minutes I was slightly surprised by their lack of interest in how our company works or what we need. After 20 minutes I was slightly bored, and after 40 I began to be irritated. At the end of the conversation, I knew that I wouldn’t buy anything from this salesperson. And it was not about his offer, but about the way it was presented.

Czytaj więcej

6 steps of monitoring the competition


Today’s clients are more aware of existing market offers than ever, which often means that it is they - not salespeople - who know more about what’s on the market. In such circumstances, monitoring the competition becomes one of the most important activities necessary to build an attractive offer.

Czytaj więcej

Numer bieżący

Przejdź do