Is it really your price customers are not buying in 2010?

Many a sales manager or business owner has been frustrated by how their own sales people have difficulty selling the 'listed' price. The weak sales person often attributes price as the number one reason why a customer doesn't buy. And why is that?

Often it's because the price was the last thing mentioned, after which the customer simply says "it's too dear", "I can't afford it", "I have to check my bank balance"... whatever. To that sales person it looks like cause and effect - mention price and the customer does a runner but in actual fact the REAL reason the customer is now beating a path to the door is because:

* They want to check out the marketplace (Now they've heard your spiel and got the low-down on price they want to see how it compares with others)
* They already know about a competitive product or service and believe it is better suited to them
* They were only toying with the idea of purchasing anyway

Whatever... To the amateur sales person it may seem as though it was all smiles until the price was mentioned, leading the unfortunate sales person to think that it all boils down to price - but it ain't necessarily so.

The real reason the customer doesn't buy is because he/she is not convinced you have the right product/service for them at this time... You have failed to convince them that what you offer is perfectly suited to them... You have failed to convince them that what you are selling is a 'must-have'... You have failed to convince them that your gadget/service will solve all their problems in the best way possible AND you have failed to convince them of the value your product/service represents to them.

In other words your sales spiel missed the mark. Did you customise your spiel to the customer you have in front of you? Did you find out what was important to them, and the context of their enquiry i.e. how long had they been looking, what else had they considered, what kind of budget did they have in mind, when were they planning on making a purchase, and why was that time important to them?


If you wish to copy this article please include this acknowledgement: ©2010 Jane Francis is the author of Price Yourself Right: A guide to charging what you are worth (ISBN: 0-595-38601-6) available at Barnes and Noble (USA), WH Smith (UK) or online at amazon.com or amazon.co.uk