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 – if services or products are more or less the same, then prospects will buy from the people they like, know or trust. Your enthusiasm and belief for your product or service is a big factor in getting your prospects to place an order with you over your competition. 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 the most important part of my product – myself. Here’s what to say:
If your prospects says, “I can get cheaper,” or “Well the XYZ company has something similar for less money,” or anything like that, say:
“You know _________ I’m aware of all the other options for this (product or service) and I’ll tell you now, if I thought any of them were better for my clients, I’d be working there and selling that.
“When I got into this industry I did my own research, just like you’re doing, and I looked for the company that not only offered the best (product or service) but also delivered the best customer service and follow-up.
After all that, 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 and we’d be talking about that. 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 did – choose (your company) – You’ll be happy 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. If you didn’t do research, then let the prospect know why you did choose your company and what you like so much about working there and offering that product.
Adapt it to fit your personality, product and company, and then get in the habit of using it whenever you feel the need to build more value.