The ‘Price Objection’ App –Farquharson/TedescoSeptember 2011
Technology is amazing. You can buy an app (Star Walk) that allows you to hold an iPhone to the night sky and, in real time, move it around to identify stars, planets and constellations. You can use Skype and have face-to-face conversations from the palm of your hand. You can play long-distance cribbage with your daughter while she is traveling in Paris (btw, she's no better there than she is at home). Need a restaurant fast? Try "AroundMe." Want an opinion on, well, anything? Go with "Yelp." Want to avoid constantly arriving at the "Your price is too high" objection? You can use the PriceObjection App.
What? There's an app for that?
Yup. Technology is revolutionizing everything, and every part of our lives and careers. We're better shoppers. We're becoming QR code-dependents. And now, we salespeople can even chart a course whose destination is a profitable sale instead of a dead end.
For most salespeople, it has become as routine as a daily commute to arrive at the "Your price is too high" objection. What starts out as a normal sales call with all good intentions ends at a closed road again and again. We blame traffic (competition). We blame construction (the economy). We blame our vehicles ("if only I had better prices…"). But the real villain here is a failure to use the right approach to the call.
This new app solves that. But, before we get to that, let's figure out how we constantly get to "You're price is too high" and then we'll try a different route:
From: "I'd like to speak with you about your print needs"
To: "Your price is too high"
Typical Route: Meet with Buyer. Talk printing: "We are a full-service print shop. Our equipment is big, noisy, beige and uses lots of electricity. Our differentiator is our great service. You're gonna love us. Give me a shot."
Buyer gives you something to price.
Ask specification questions:
"How many do you want me to quote?"
"When do you need them?"
Return to office. Meet with Management.
Beg for best price. Sharpen pencil.
Return to customer's office and deliver the quote.
Arrive at destination: "Your price is too high!"
What happened? It would appear that you took the same path you always take. You talked print. Your sales call was as "me-too" as it gets.