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How To Sell A Highly Priced Product In A Low Price Market
I once had a seminar in front of many people. I asked them what made them buy a particular product of their favor.
When I asked this I got the response that the price is of intermediate relevance, but that is not the number one buying factor for the customer or prospect.
"It was very good service, great supply and accessible to my life. I also happened to get a good deal."
And my point here you see, is that 8 out of 10 times the mediocre salesperson will blame the prospects for not closing the sale because Mr. Prospect said that it was too expensive.
If you were to ask your friends this question: why did you buy your clothes?
You most certainly did not buy them because they were cheap I will mention to my friend wearing a Ralph Lauren shirt, Breitling watch and Diesel jeans.
You most certainly bought them for another reason, I will tell him.
Practically nobody buys something only because it was cheap. They purchase it for another reason, then they happen to try to get the best possible deal on these particular items.
For example: only an idiot would buy the pair of Nike shoes for 140 dollars if you knew you could buy the exact same pair of sneakers for a 30 dollar discount on another website or store.
People do not want the lowest price. Why?
Because usually the lowest price is associated with the poorest quality, supply or service.
So what do people want?
People want an honest price, a fair price. Our job as a salesperson is to show people that we have the right price. The fair price, with the opportunity to provide a good deal. That is the value we must try to build. Look at Apple, they are a perfect example of this.
To build value you must get into the eyes of the prospect. If you are doing your job right you should help potential customers to get a better life quality and better future.
"I understand your situation Mr. Prospect, therefore I know for a fact that you would benefit from our service or product."
If you are a good salesperson you should not try to convince anyone, but what you are doing is helping an intelligent ordinary person to improve one or another aspect of their life.