The Key To Building Value
by Mike Brooks, Mr. Inside
You hear it all the time -- if your price is higher than your competition you're told to “build value." You’re instructed to stress the quality, the warranty, the features, etc. But your prospects have heard all that before, haven’t they? Want a better way?
Let’s face it -- prospects will often buy from people they like, know or trust. Your enthusiasm for your product or service also is a big factor in getting your prospects to place an order with you as well. Knowing this, I've often used the following script to not only build value in my product or service, but also to build value in myself. Here's what to say:
If your prospects says, “I can get cheaper," or “Well the XYZ company has something similar or for less money," or anything like that, say:
“You know _________ I'm aware of all the other options for this (product or service) and quite frankly if I thought any of them were better for my clients, I’d be working for there and selling them.
“When I got into this industry I did my own research, and I looked for the best company that not only offered the best (product or service) but also delivered the best customer service and follow-up. I chose (your company) because they give my clients the best overall value and the best experience and that means they continue to do business with me and refer new business to me as well.
"If there was a better product or company for you to be doing business with I’d be there. But there isn’t.
“Bottom line -- if you want the best overall value, results and experience with this (your product or service) then do what I do did – choose (your company) – You’ll always be glad you did.. Now, do you want to start with the X size order or would the Y size order be better?"
This technique builds value in the most important part of any sales transaction -- you and your belief in your product or service. Use it each time you get the price/competition objection and watch your sales and confidence growth.