The Dreaded 'Pricey' Label - Short Attention Span Sales Tip
Today's Tip: The Dreaded 'Pricey' Label
What happens when you get the opportunity to submit a price to a brand-new prospect, you are told that your price is too high, and now the customer won’t give you a second chance or even talk to you again because (you fear and assume) you’ve now been labeled as Too Expensive?
How do you handle this? Here are my thoughts:
Put this in writing*: “I'm going to make you two promises. First, I promise you that I am not nor will I ever be the cheapest price. Why? Because there’s always a cheaper price out there. Always. It’s a race to the bottom that I choose not to compete in. The other promise I will make is that I will always seek to lower the usage cost of your documents or increase their value. I will learn the story behind your printed pieces and come up with the best solution. This practice has served me well with my other clients. They reap the benefits of working with someone who does more than just look at the specs of the job. This is who I want to be for you. My fear is that you have labeled me as pricey based on your first experience and I’m hoping to come in and talk to you about how I can bring the most value to you and your company.”
*Either as an email or a written letter. Why? Because the written word is far more powerful than the spoken word and this is a powerful message.
The video version of this sales tip goes into more detail. Click here or on the video above.
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Bill Farquharson can be reached at (781) 934-7036 or firstname.lastname@example.org