Nobody wants to buy anything without getting something in return.
If that is the case, then why should we look at the price we charge our customers as being a cost to them?
This doesn’t make sense to me. I believe we should call it an investment.
When we see what we sell as something in which the customer is making an investment, we begin to see what we sell in a completely different light.
The word cost sounds like we are taking someone’s money. An investment, on the other hand, is something from which people will gain what they need or want.
Look at what you sell as an investment and it will help you shift the focus of your sales presentation away from one of substantiating a price by talking features to a conversation about the benefits the customer is going to receive.
You might say this is a paradigm shift, and what is funny is we in sales are the last ones to see it.
Ask yourself why you made the last several purchases you made. Regardless of the amount of money you spent, in each case you spent money to gain something. Since this is the way we look at things we are about to buy, doesn’t it make sense that our customers view it the same way?
When you think of an investment, you think of something you’re going to receive — and the something you expect to receive is going to exceed the cost you’re willing to pay for it. That exact rule applies, regardless of what we’re selling.
Is your sales process geared around presenting a cost or inviting someone to make an investment?
Copyright 2013, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.
