Two Killer Sales Objections and How To Overcome Them
Why Should I Buy From You? & Give Me the Lowest Price or
I’ll Spend My Money Elsewhere.
Think about the two questions above. If you can answer the
first effectively, you will never need to deal with the second.
The last couple of months, we talked about Education Based
Marketing, where you as a marketer are not just providing a
listing of your products, price and contact information.
Rather, you are really helping your target market
understand why it is that your product can help them and
why the best place to buy that product is your establishment.
We talked about the need for consumers to feel good about
their purchases. They need to feel like they’ve made the
right decision and have received excellent value for their
money.
Why do people deal with price as the single most important
issue when buying most products? Could it be because they
don’t understand enough about the products to understand
what the true value of it is?
It is absolutely crucial for you to bring out that true value of
your product, service or business so that your prospects
understand what they are buying. Fail to do that and you fail
to be able to charge adequately for your value.
Let’s use lawyers as an example.
Mary is looking for a lawyer to handle her divorce. She
speaks to two different lawyers and asks them what they
would charge her. She asks this because she really doesn’t
understand what the issues are from a legal perspective or
what is involved and so can only relate to that ‘cost of
service’ perspective.
The first lawyer responds that he charges $250 an hour and
would be happy to handle her divorce…asks when would
she like to book the first meeting.
The second lawyer responds by first asking a couple of
questions about Mary’s situation. He then describes to Mary
that his practice is a little different from most family law
practices, especially around divorce proceedings. Their goal
is always to reach the most amicable and fair settlement for
both parties. In so doing, they have found that over 70% of
their clients have been able to achieve a good ongoing
relationship with their ex. They generally move past the
divorce and on with their lives more quickly, on average,
than the norm. (And they have testimonials and survey data
to prove it)
This positive approach has made it easier on both their
clients and their ex-spouses, but especially so for any
children who are involved. This lawyer explains that they
have developed several special approaches in helping
achieve this goal. Also, due to this positive approach, they
are able to finalize divorce proceedings 25% faster than
then norm. Finally, he shares that his rates are $300/hr.
Who do you think will be chosen? My bet is that most
reasonable people will choose the second lawyer. He helped
educate Mary on the special value that the firm offers and
what the benefits of those services are. Clearly the fact that
the firm’s rates are 20% higher can be offset by the shorter
billing times and the added ‘quality of life’ value realized by
the clients.
If lawyer #2 had not taken the time to educate this woman
and left it up to a comparison of hourly rates, they likely
would have lost the opportunity. This law firm presents this
same educational information on their website, in their
promotional materials and in any public speaking
engagements that they do. All of these venues provide
opportunities to educate their target market on the unique
value of the firm.
How do you educate your prospects on your unique value?
Do you know what your unique value is and is it strong
enough to offset price comparisons?
If your need some help with your own Unique Selling
Proposition check out our guide and workbook for
developing your USP.
Instant Unique Selling Proposition
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have
a Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include
our resource box as listed above.
If you need additional articles, check out our Article Archive
for fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
Why Should I Buy From You? & Give Me the Lowest Price or
I’ll Spend My Money Elsewhere.
Think about the two questions above. If you can answer the
first effectively, you will never need to deal with the second.
The last couple of months, we talked about Education Based
Marketing, where you as a marketer are not just providing a
listing of your products, price and contact information.
Rather, you are really helping your target market
understand why it is that your product can help them and
why the best place to buy that product is your establishment.
We talked about the need for consumers to feel good about
their purchases. They need to feel like they’ve made the
right decision and have received excellent value for their
money.
Why do people deal with price as the single most important
issue when buying most products? Could it be because they
don’t understand enough about the products to understand
what the true value of it is?
It is absolutely crucial for you to bring out that true value of
your product, service or business so that your prospects
understand what they are buying. Fail to do that and you fail
to be able to charge adequately for your value.
Let’s use lawyers as an example.
Mary is looking for a lawyer to handle her divorce. She
speaks to two different lawyers and asks them what they
would charge her. She asks this because she really doesn’t
understand what the issues are from a legal perspective or
what is involved and so can only relate to that ‘cost of
service’ perspective.
The first lawyer responds that he charges $250 an hour and
would be happy to handle her divorce…asks when would
she like to book the first meeting.
The second lawyer responds by first asking a couple of
questions about Mary’s situation. He then describes to Mary
that his practice is a little different from most family law
practices, especially around divorce proceedings. Their goal
is always to reach the most amicable and fair settlement for
both parties. In so doing, they have found that over 70% of
their clients have been able to achieve a good ongoing
relationship with their ex. They generally move past the
divorce and on with their lives more quickly, on average,
than the norm. (And they have testimonials and survey data
to prove it)
This positive approach has made it easier on both their
clients and their ex-spouses, but especially so for any
children who are involved. This lawyer explains that they
have developed several special approaches in helping
achieve this goal. Also, due to this positive approach, they
are able to finalize divorce proceedings 25% faster than
then norm. Finally, he shares that his rates are $300/hr.
Who do you think will be chosen? My bet is that most
reasonable people will choose the second lawyer. He helped
educate Mary on the special value that the firm offers and
what the benefits of those services are. Clearly the fact that
the firm’s rates are 20% higher can be offset by the shorter
billing times and the added ‘quality of life’ value realized by
the clients.
If lawyer #2 had not taken the time to educate this woman
and left it up to a comparison of hourly rates, they likely
would have lost the opportunity. This law firm presents this
same educational information on their website, in their
promotional materials and in any public speaking
engagements that they do. All of these venues provide
opportunities to educate their target market on the unique
value of the firm.
How do you educate your prospects on your unique value?
Do you know what your unique value is and is it strong
enough to offset price comparisons?
If your need some help with your own Unique Selling
Proposition check out our guide and workbook for
developing your USP.
Instant Unique Selling Proposition
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have
a Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include
our resource box as listed above.
If you need additional articles, check out our Article Archive
for fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
What all buyers want…
and how you can make sure you’re the one
giving it to them.
and how you can make sure you’re the one
giving it to them.
**Attn: eZine editors
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
| Feel free to use this article |
