| Something I hear all the time from our sales | | | | quickly let you know if you are in the ballpark or |
| associates and other business people that price is | | | | above their budget target. |
| always the issue and they can't convey to the client | | | | 3. Offer a warranty or guarantee. Remember, the |
| the value of what the are offering. The answer | | | | customer is not buying a product or service but a |
| comes down to one thing: there is no differentiation | | | | "result". For most buyers the comfort of having a |
| between value and price. If I can't tell the difference | | | | warranty or guarantee makes a major difference in |
| between brand A and brand b, and brand b is | | | | the buying decision. |
| cheaper, I'm gong to buy brand b, correct? | | | | 4. Educate your potential or existing client why you |
| Everybody knows that you get what you pay for | | | | charge more. Recently, I heard one of our sales |
| and most certainly your customers. Customers are | | | | associates asking another company member if he |
| prepared to pay a bit more if the quality of service is | | | | could give him 5 reasons why a client should host |
| there. How do you put the "quality or value" into the | | | | their web site with us (one of our services is web |
| mix? Here is how we do it: | | | | hosting). This question brings me to the next point, |
| | | | prepare a document that lists 5 or more reasons |
| 1. Become a specialist rather than a generalist. The | | | | why someone should do business with you. |
| key is finding your "niche" and become the best. As | | | | 5. Prove to the prospect that you will do what you |
| an example, you are willing and going to pay more | | | | proposed. Use testimonials and case studies to show |
| for a brain surgeon than a general practitioer, right? | | | | you are what you say. |
| 2. Qualify your prospects better upfront. There is no | | | | Price is a powerful motivator but adding value to |
| sense in offering a $10,000 solution when the buyer | | | | your proposal(s), a "qualified buyer" will, in my |
| only has $3000 to spend. You could after discussing | | | | experience, opt to go with the best "value and |
| the project with the prospect say "This project is | | | | result". |
| going to range between X$ and Y$. The prospect will | | | | |