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How to bring the telephone price shopper to your business

Guest post by: Bob Janet

Article Overview: We spend way too much money and time marketing, to get prospects to telephone us only to let them hang up before they make the commitment to come into our store or purchase our products and services over the telephone.

How to bring the telephone price shopper to your business

Your telephone rings, you answer it and hear from the price shopper, "How much is_______________?" You give your price and the caller says, "Thank you, I will get back to you." What are they going to do? They are going to call your competition and ask the very same question. And then they are going to buy from the lowest price they received from one of the clerks they had talked with. That is right, from one of the clerks. Because all clerks do is answer telephones and give prices. Sales Professionals use a sales process that engages the customer in a discussion about their needs for your products and services and what they expect to receive when purchasing from you.

How to bring the price shopper into your business.

1. Let the price shopper know you have more than one product / service that will solve their needs.

People buy more when they have choices

2. Take price out of the conversation immediately by using the 3 Golden Questions.

(1) How are you going to use____________?

(2) What do you expect from our company?

(3) What do you expect from me as your sales representative?

If you offer a low price guarantee:

When the customer ask, "What is your price"? You reply, "Price is no problem, we guarantee you the lowest prices. What is important is that our____________________ (name the product /service) fits the need you have. Let me ask you 3 quick questions."

(1) How are you going to use your new_________________? Ask them to fully explain so you and they are fully sure what they are going to purchase will take care of all their needs. Ask them to elaborate.

THE BENEFIT PART Now tell them the benefits you offer that will solve their needs. People buy benefits that will solve their needs. The more benefits you give them, the easier it is to close the sale.

(2) What do you expect from our company before and after the purchase? As they tell you what they expect,assure them you will deliver what they expect. Tell them how you will deliver and your guarantee

(3) What do you expect from me as your sales representative? Again as they tell you what they expect from you, assure them you will deliver what they expect.

Now invite them into the store using choice questions. "Which will be better for you to stop in the store, today or tomorrow? If neither of those choice work for them, give them more choices.

If you DO NOT offer a low price guarantee: When the customer ask, "What is your price"? You reply, "Price is no problem,

> "We guarantee you the best deal." or

> "We give you much more for your money than anyone else." or

>"Our present sales program guarantees you the best value." or

>"Without a doubt our ____________(product) and our service outperforms all others.

What is important is that our____________________ (name the product)fits the need you have. Let me ask you 3 quick questions.

(1) How are you going to use your new_________________? Ask them to fully explain so you and they are fullysure what they are going to purchase will take care of all their needs. Ask them to elaborate.

(2) What do you expect from our company before and after the purchase? As they tell you what they expect, assure them you will deliver what they expect. Tell them how you will deliver and your guarantee.

(3) What do you expect from me as your sales representative? Again as they tell you what they expect from you, assure them you will deliver what they expect.

Now invite them into the store using choice questions.

"Which will be better for you to stop in the store, today or tomorrow?" If neither of those choice work for them, give them more choices.

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Article Tags: marketing, retail, sales, sales training, wholesale



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Re: Matching competitors prices - beware - While I agree that getting into a price war should be avoided if possible... on rare occasions, it's not a bad idea to match someone's price (or even beat it) if you're doing it "one time" to land a new customer. For instance, I was recently looking for the best price on a [u:2rhwa2wg]specific[/u:2rhwa2wg] flight to NY and a customer service rep from Flight Centre ended up taking zero commission to help me book my flight. In fact, she even beat the price by $5 in the hopes of creating brand loyalty for the future.
Re: Matching competitors prices - beware - [quote="BuzzAroundBooks":3ga2u10u]While I agree that getting into a price war should be avoided if possible... on rare occasions, it's not a bad idea to match someone's price (or even beat it) if you're doing it "one time" to land a new customer. For instance, I was recently looking for the best price on a [u:3ga2u10u]specific[/u:3ga2u10u] flight to NY and a customer service rep from Flight Centre ended up taking zero commission to help me book my flight. In fact, she even beat the price by $5 in the hopes of creating brand loyalty for the future.[/quote:3ga2u10u] Matching prices that are close is one thing - but there are times when an inferior competitor can do a job much cheaper - because they are doing a lesser job. There have been times when I'm more expensive, but I'll take the time to explain the reason for the difference. If the person wants a lesser job - then it does not work in my favor to drop my price and take a loss. Customer expectation can make a difference in when this should be done. There is a company who offers work that is somewhat similar to mine, but its just not the same value service and they can undercut my price because they cut a lot of corners. I'm not willing to cut that many corners and that makes a big difference in the amount that we charge. For a person who business who recognizes the difference and some who want to send me business, I'll work with them on the prices or pay them a finder's fee. Lots of possibilities - but I've found it better to evaluate the situation and see if it makes good business sense. Shri


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