Engaging New Prospects on Value, Rather than Price

Sales Calls Often Start with Price

When engaging new customers, prospects will often ask you about price, sometimes in the first five seconds of the sales conversation.

If you honor their request and immediately share your pricing options, the prospect will say, “Thanks, let me think about it, and get back to you.”  Chances are, you will never hear from them again.

A better, more effective tactic is to say,

“To be fair to you, we have a lot of choices, and I would like to make sure we offer the best one that meets your needs. So tell me, what’s going on with your current situation and what are you looking to accomplish?”

By engaging your prospect on what they value (over price), you can gain their trust — and close more business. Watch my video…

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).