Salesperson eloquence skills training

Chapter 41 Mastering the Skills of Dealing with Price Objections

"Eloquence Book"

Salesperson: "Sir, what do you think of this model?" Customer: "Everything is good, and the performance is good, but the price is too high." Salesperson: "If you think this model is relatively high, then you can take a look at that How about an affordable one?"

Customer: "This one is not as beautiful as the one just now, and its performance is also far behind."

Salesperson: "Yes, although this camera is cheap and affordable, it has all kinds of functions, but its functions are far inferior to the one just now. In comparison, that one is more in line with your requirements, and it has excellent performance. , the appearance design is exquisite, and the photo effect is much better.”

Customer: "Yes. Then ask for that one."

Analyzing the price is the most important factor affecting the transaction. The success or failure of sales is often closely related to the price issue.In the handling of prices, the salesperson should pay special attention, and there are many precautions.In the above case, the salesperson compares the product that the customer is satisfied with with the product of a lower grade. During this comparison, the customer naturally weakens the price requirement.A deal was finally struck.

In the process of communicating with customers, the salesperson must grasp the price issue, which is a very sensitive issue for both parties.The salesperson should persuade the customer with flexible skills, change the customer's point of view, and achieve the purpose of eliminating price objections.

The failure of many transactions is caused by the contradiction between the two parties in terms of price, so many salesmen are very afraid of price negotiation.But on the other hand, if customers are completely indifferent to the price of the product, it usually shows that they have no interest in the product at all.Therefore, when customers pay special attention to the price of the product, it usually means that they have developed a certain interest in the product. The higher the degree of customer attention to the price, the greater their interest in the product.

Therefore, to make full use of the customer's price to negotiate is to ask the salesperson to use price negotiation in the communication process to enhance the customer's concern about the product, and finally achieve the purpose of closing a deal or continuing to communicate.

So, how to use price negotiation to attract customers' attention to the product?
(1) Value first, then price

If the salesperson offers an offer at the very beginning of the communication, it is likely to lead to a stalemate in the sales communication from the very beginning.Therefore, value first, price second is a basic principle in dealing with price issues.

The salesperson should introduce the price negotiation, which plays a central role, into the very end of the communication, that is, when you have made the customer have strong expectations and good imaginations for the purchase result product, you can enter the communication between each other into the price negotiation stage, which is To a certain extent, it will take the initiative, so that the customer's actions will be restrained and influenced by the salesperson.

(2) Talk more about value and less about price
In addition to adhering to the principle of value first and price second, salespersons should also master the principle of "talking more about value and less about price".That is, in the process of communication, try to talk about the performance and benefits of the product as much as possible, and talk less about the price with customers.Because from the perspective of marketing, the price is relative to customers.

If the customer has a strong demand for the product, he will not pay much attention to the price of the product. Even if the price is relatively high, he will think it is still suitable; There are fewer considerations about price.

So, how to follow this principle?
When the customer asks the price at the beginning of the communication, many customers will ask the price first. If the salesperson takes the liberty to answer the customer's inquiry directly, it will often scare the customer away. Experienced salesmen know that the most effective way is to get the price first. Know the needs of customers: "Look at the effect first, try the quality, if you are satisfied..."

When customers form a preliminary impression of the product and ask about the price, some customers like to collect enough information before purchasing the product, and they may inquire about the relevant features of the product, including the price.

For customers with this kind of mentality, the salesperson should use the method of first enhancing the customer's interest to stabilize the customer.Customer: "The performance of this camera is not bad, what is its price?" Salesperson: "You have a good eye, this camera is one of the most popular cameras this year, and its performance is beyond your imagination...more The important thing is..."

If the customer is interested in the product but does not ask the price, this phenomenon also exists from time to time. At this time, the customer may be considering buying, but the purchase determination is not firm yet. The salesperson should assist the customer to make a decision through active guidance and enthusiastic service; Another situation is that the customer's current payment ability has problems. For such customers, the salesperson must not underestimate them with a snobbish eye. Although these customers have no ability to buy now, they are a group of potential customers worth cultivating.

Although price communication is difficult, it must be carried out, which is also the key to the final problem.Salespeople can use the following methods to deal with price problems:

(1) Strengthen the advantages of the product
This has already been partly described in the front. The reason why this method has been advocated again and again is because it can indeed overcome various obstacles in sales communication.When customers understand the advantages, functions, practicability and utility of the product, the so-called "you get what you pay for", if customers agree with the value of the product, they will dilute their objections to the product price.

(2) Advantage comparison method
Under normal circumstances, customers are used to "shop around", and often compare the price of the promoted product with the price of the same type of other manufacturers, and raise price objections. "Why are yours so expensive? Look at other people's..."

In this case, the salesperson can adopt the method of comparative advantage, highlighting the advantages of his own products that other manufacturers' products do not have, as well as the characteristics of service.Therefore, the advantage comparison method is an important method to solve customers' doubts.

(3) Time decomposition method
Salesmen need to use different methods when selling different products. When selling more expensive products, they can use the time decomposition method, which is to decompose the price of the product according to the use time, so that customers can feel the cost in their hearts. The money appears to be less.

"This pair of leather shoes costs 300 yuan, but you can wear them for at least 5 years. It only costs 60 yuan a year and 5 yuan a month. Do you still think it is expensive?" "From what you said, it is not expensive at all."

Eloquence
Grasp customer needs, stimulate customers' desire to buy as much as possible, and finally negotiate product prices.

Salespeople can reduce customers' sensitivity to prices based on the utility of the product and the needs of customers.

When the price negotiation reaches an impasse, the salesperson can break the impasse by lowering the price as appropriate.

When the customer's desire to buy is stimulated to the extreme, they will pay less attention to the price.

(End of this chapter)