Premature Price Conversations

There’s a problem afflicting millions of companies every single year, Premature Price Conversations.

Premature Price Conversations, like the other form of premature affliction, leaves both parties feeling underwhelmed, disappointed and maybe even a little embarrassed.

It doesn’t have to happen. Premature Price Conversations are preventable. With a little self-awareness and some training anyone can kick this affliction.

Price Is Not a Feature

Salespeople have Premature Price Conversations for two reasons:

They’re selling a commodity.
They don’t know how to demonstrate what makes their products and services unique.

True commodities are exceptions. Service providers aren’t selling products like grain, oil, and steel. They’re selling processes, expertise, and licenses. Price is definitely a factor for a client to select one brand over another, but it’s rarely the primary factor. Price comes second.

Selling on price should be avoided. When you focus on what makes your service unique and how you assist your clients, you automatically rise above Premature Price Conversations.

Price Is a Fact of Life

You can’t avoid price conversations, they’re a fact of life. Customers want to know what your services cost.

Avoiding price conversations is as bad as having them too soon.

When a customer asks for the price, be direct and specific. Salespeople establish credibility by talking about their service’s price with authority.

Your customers don’t want to dance around and play games. They want the facts, all of them. When asked for the price, share it.

What Makes Your Brand Unique?

It really boils down to differentiation. Customers want to know what makes your service unique.

Selling on price is a cop-out.

What makes your firm unique?
How do you bring value to your clients?
How do you solve problems?

These are the focal points of your conversation with a prospect. Price comes second.