Salespeople or sales managers often have difficulty telling a customer a price. Even if the product presentation was flawless when it comes to price, there is often an awkward pause.
Imagine that you are presenting something to a client with some kind of “problem remover”. It costs 25 000 rubles, and you think that this is an overpriced price and your client cannot afford it. In this case, you can be sure that the client will surely feel your doubts and indecision and may regard them as an attempt to sell goods that do not correspond to their value.
Therefore, before you call the price to the customer, it is important to determine for yourself the value of the product that you offer. Whatever amount you give, it will always seem high to the client, unless you have identified the benefits of the product. That is why a good salesman or manager always provides answers to possible customer questions in advance and has a couple of trump cards with him.
And the following 10 ways will help to name the price correctly, that is, so that it sounds appropriate and reasonable.
Method number 1.
"Price from ..."
When a customer asks a question about the cost of a product, you give him a lower price threshold. Then find out from the buyer all the important characteristics of the product to offer the appropriate option. Thus, you have the opportunity not only to correctly present the price, but also to switch the client's attention to further interaction, evaluate its capabilities and suggest a suitable option.
Example:
- How much is the problem remover?
- Prices for problem removers start at 3000 rubles. And what problems do you want to solve with their help?
Method number 2.
"Fork prices"
The essence of this technique is that you name the cost of several (more often - three) similar products / bundles / packages in different price categories. And first you call the highest price, then the average and, finally, the lowest. So the customer first finds out the upper price threshold, and it is easier for him to make a purchase decision when he hears that there are more acceptable options.
- The cost of the service package “I want everything at once” - 28,000 rubles., The package “Cheap and angry” will cost you 14,000 rubles.
Method number 3.
"Price to choose"
In this technique, unlike the previous one, you name the prices, starting with the smallest and ending with the highest. At the same time, you explain how the cost of each product or set is justified. As a rule, the client chooses the average option.
- The cost of the package “A good little by little” - 6500 rubles, a package “Cheap and angry” - 14000 rubles, a package “I want everything at once” - 28 000 rubles. If you want to save money, the package “A good little by little” will suit you. If quality is important to you, select the “I want everything at once” package. If you need the best price-quality ratio, the “Cheap and angry” package will do.
Method number 4.
"Your price"
This method helps to clarify the financial possibilities of the client in cases where you have several offers in different price categories. Its essence is that you call the price to the client (or better - the price range), and immediately specify which investments are acceptable for him.
- The cost of problem removers varies from 5 to 45 thousand rubles, depending on the brand, manufacturer and configuration. And how much do you expect?
Method number 5.
"Comparison with competitors"
Often, customers can refer to competitors due to the lower cost of their product. In this case, it is important to explain to the buyer, what is the reason for the value of your product, and what is its value compared to the competitors offer. At the same time, it is important to focus on constructiveness, avoiding negative evaluations of competitors. After comparing the product, summarize, indicating the benefit
“Why are your problem removers so expensive?” Kompanicus-competitor is cheaper!
- Let's first define what we compare! “Companicus-competitor” problem removers serve only 2-3 months and do not support updates. And our problem removers are self-updating and long-playing: you will have enough of them for 10-15 years. In addition, if our problem remover suddenly becomes unusable earlier than it should be, we will replace it for free and pay compensation for 15% of the cost.
Method number 6.
"Sandwich"
In this way, you put the cost of the goods in the presentation itself. Thus, you present to the client not just a “bare” price, but immediately justify it and organically proceed to the next stage of the sales cycle.
- Suppose you decide to purchase one problem remover per person at a price of 25,000 rubles. You get five cans of joy and one idea generator. Our specialist will come to the site and help you connect and configure the problem remover according to your wishes. Dismantle the old remover you need?
Method number 7.
"Breaking the price"
In cases where the cost of a product / service is high, it is better to first call it breaking it up into smaller numbers, and at the end to announce the full amount. This will help to immediately justify the cost of the goods or the process of providing the service, at the stage when the client is still ready to listen.
- So, the cost of one can of joy is 3,000 rubles, 4 cans are included, plus one you get as a gift. Also one generator of ideas for the price of 5,000 rubles and the instrument itself for solving problems worth 10,000 rubles are included in the kit. The total cost of the kit is 25,000 rubles. Old problems remover will be dismantled?
Method number 8.
"Monetization"
The essence of the method lies in the fact that you, together with the client, are counting on the monetary benefits that he gets by purchasing your product.
- When you get a problem solver, you will also need cans of joy. The cost of one spray - 4 500 rubles. If you purchase cans of joy complete with a problem solver, then one can will cost you 3,000 rubles. There are four of them, plus one extra spray can you get as a gift. Thus, you will save 10,500 rubles on some cans of joy.
Method number 9.
"Link to authority"
During the presentation of the product, you can cite as an example your large customers, who may be an authority for a new customer.
- We have been working with the company “We will overcome longing” for 10 years. They also regularly purchase problem solvers from us and are completely satisfied with both the price and the quality. Oh, they understand this!
Method number 10.
"Special Offer"
The ability to properly present special offers is as important as the presentation of the main product. For example, many sellers make a mistake when they immediately call the price at a discount, thereby depriving the customer of the opportunity to feel their own benefit.
Information about the specials. conditions can be used as the main argument, after you have already called the client several advantages.
- The price of the package “I want everything at once” includes only professional problem removers and cans of joy. They undergo quality control annually in the laboratory of the World Association for the Happiness of the Client. And buying a package from us, you get a 30% discount on any product.
All these tips are united by one thing, without which it is impossible to justify the price for the client - this is a certain preliminary work, identifying the benefits of the product, preparing answers to possible questions. So the lion's share of your success in price negotiations is how much time you spent preparing for them.
If you did everything you could (well prepared and tried different methods), and the client still doubts - let him go. As practice shows, with clients who are not fully aware of the value of the goods / services at the initial stage, difficulties often arise in subsequent ones. So just do something else.
"Breaking the price"
In cases where the cost of a product / service is high, it is better to first call it breaking it up into smaller numbers, and at the end to announce the full amount. This will help to immediately justify the cost of the goods or the process of providing the service, at the stage when the client is still ready to listen.
- So, the cost of one can of joy is 3,000 rubles, 4 cans are included, plus one you get as a gift. Also one generator of ideas for the price of 5,000 rubles and the instrument itself for solving problems worth 10,000 rubles are included in the kit. The total cost of the kit is 25,000 rubles. Old problems remover will be dismantled?
Method number 8.
"Monetization"
The essence of the method lies in the fact that you, together with the client, are counting on the monetary benefits that he gets by purchasing your product.
- When you get a problem solver, you will also need cans of joy. The cost of one spray - 4 500 rubles. If you purchase cans of joy complete with a problem solver, then one can will cost you 3,000 rubles. There are four of them, plus one extra spray can you get as a gift. Thus, you will save 10,500 rubles on some cans of joy.
Method number 9.
"Link to authority"
During the presentation of the product, you can cite as an example your large customers, who may be an authority for a new customer.
- We have been working with the company “We will overcome longing” for 10 years. They also regularly purchase problem solvers from us and are completely satisfied with both the price and the quality. Oh, they understand this!
Method number 10.
"Special Offer"
The ability to properly present special offers is as important as the presentation of the main product. For example, many sellers make a mistake when they immediately call the price at a discount, thereby depriving the customer of the opportunity to feel their own benefit.
Information about the specials. conditions can be used as the main argument, after you have already called the client several advantages.
- The price of the package “I want everything at once” includes only professional problem removers and cans of joy. They undergo quality control annually in the laboratory of the World Association for the Happiness of the Client. And buying a package from us, you get a 30% discount on any product.
All these tips are united by one thing, without which it is impossible to justify the price for the client - this is a certain preliminary work, identifying the benefits of the product, preparing answers to possible questions. So the lion's share of your success in price negotiations is how much time you spent preparing for them.
If you did everything you could (well prepared and tried different methods), and the client still doubts - let him go. As practice shows, with clients who are not fully aware of the value of the goods / services at the initial stage, difficulties often arise in subsequent ones. So just do something else.
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