Salesman to Salesman by Fred Martel The Complete Sale.

Regardless of the economy, selling is all about you, features and benefits, and not about price.  I know you disagree, but believe it. You can create - or avoid - the price battle, depending on your approach. This premise takes into account the fact that you control the sales call. When someone asks “how much is it” your answer should be “I’ll get to that”. My sales guru once told me the following: It doesn’t matter if it only costs a dollar. If they don’t want it they won’t buy it. The fact is that price is irrelevant. The product has to fit the need or there is no deal. Your job is to explain the features and benefits in a way that makes it sound expensive. The price only becomes relevant at the close – like a punch line in a good joke. Story continues below ↓ advertisement | your ad here

Selling yourself and your company is extremely important. Separating yourself from the competition with your knowledge, expertise and guarantees sets the stage for a successful sale – and relationship. Your products come second to the trust the prospect develops in you. That trust will yield good objections instead of a no. It will also create a better work environment when you install the job. What you want to hear on the close is “I’ll take it”. What you may hear most often is “it sounds like it’s worth it, but I wasn’t planning on spending that much”. Perfect. An objection! This is an invitation to buy. Overcome it and you’re in. Your prospect has just made price the issue, not you. But is the objection valid? The price objection masks a reason not to buy based on lack of information. It doesn’t sound like it’s worth it. You need to find the root of this misunderstanding. It usually boils down to one thing. To dissect this objection, your response could be “how much too much”? Let’s say the answer is $1,000.00. There are several ways you can approach this. How many features and benefits would they be willing to give up for the thousand? The comfort factor and other benefits, along with rebates and tax credits can make the price difference seem less important. The last thing you should do is give in to the price issue. If you follow the steps in a good closing process, you can avoid it most of the time.                                                            ###