Your Sales Proposition – Shift the Conversation from Price to Value

Creating your sales proposition is a tough process. When you encounter pushy prospects who demand to know your price, what do you do? You need to redirect them, by asking them to talk about what they value. This allows you to uncover their buying criteria, whether it is

  • Profitability
  • Ease of use
  • Quality customer service

Doing this allows you to regain control of the sales conversation and present your value proposition!

Salesperson Getting Stuck on Price

Recently, I worked with a salesperson who asked me:

“Paul, what do I do when I have a customer who is very direct and wants to get into the price discussion right away? I sell a premium product, and I like to be able to build a rapport with a customer before I discuss price. I have found that this takes the “sting” out of the sticker shock that inevitably occurs when I disclose our prices. Lately, I have encountered several prospective customers who were insistent that I disclose my price upfront. I tried to steer the conversation in another direction, but they kept coming back to- ‘What’s your price?’

How do I handle this type of prospect? I want to be respectful of their time and respond to what they’re asking for, yet I know from past experience once I give them my price, they quickly shut down the conversation or simply walk away.”

Regain Control of the Conversation

When you get hit upfront by a prospect who asks “What’s your price?” step back and assess what they’re really asking. Start by saying:

“We have many options to choose from. I want to recommend the one that is going to best meet your needs. In order to do that, I need to ask you a few questions.  So tell me what exactly are you looking for to ensure you’re going to get the best value?”

What I have done with this question is shift the sales conversation from price to value. Now, the prospect will hopefully open up to me and share his/her buying criteria. 

What’s Next? – Ways to Gain Appreciation for Your Products and Services

  1. If the prospect answers that she is looking for reliability, then you can bring out the data that shows how much more reliable your products are than your competitors.
  2. If the prospect says she is looking for increased production, you can shift your focus to the studies that have determined how productive your product line can be.
  3. If the prospect says she is concerned with customer service, you can take her through your company’s 8-point Customer Service Guarantee.

No matter what criteria the prospect mentions, you should be prepared to discuss the ways in which your products or services outshine the competition.

Once the conversation circles back around to price, your prospect will have a much deeper appreciation for your products or services.

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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).