7-Day Crash Sales Elite

Chapter 21 The fifth day (2)
Faced with a problem like this, the salesperson can divert the customer's attention and make the customer consider other factors.Sometimes, the price itself cannot arouse customers' desire to buy, only after customers fully understand the value of the product can they arouse their strong desire to buy.The stronger the customer's desire to buy, the less they will consider the price issue.In terms of the chronological order of the negotiation, the salesperson should try to talk about the value of the product first, and then the price.

How to quote, business will be more
Facing different customers, quotation strategies are different, and the same quotation, using different expression methods, has different effects.

When an excellent salesperson meets a customer, he will rarely ask directly: "What price do you want to offer?" On the contrary, he will calmly say: "I know you are an expert and have rich experience, so you will not offer 20 yuan at all." You can’t buy it for 15 yuan, but you can’t buy it for 15 yuan.” The salesperson seems to be able to say these words, but in fact they are quotations, and the price is limited to 20 to [-] yuan. within.This quotation method, "grasp the two ends and discuss the middle", conveys the message: bargaining is allowed, but it must be within a certain range.

In order to mobilize liquefied petroleum gas users to participate in the insurance, an insurance company advertised that: to participate in liquefied petroleum gas insurance, the insurance premium is only one yuan a day, and if an accident occurs, the insurance compensation can be as high as 1 yuan.

In fact, this statement uses the method of "division quotation".It is a price decomposition technique, which uses the quantity of the product or the concept of use time as the divisor, and the product price as the dividend, to obtain a price quotient with a small number, so that customers have a cheap, low price. Cheap feeling.If the annual insurance premium is 365 yuan, the effect will be much worse.Because people think 365 is a big number.But if you use the "division quotation method" to say that you pay one yuan per day, it sounds easy for people to accept psychologically.

The "division quotation method" is mentioned in the above case, so if you think about it, there will also be an "addition quotation method".Sometimes, the salesperson is afraid that quoting a high price will scare away customers, so he breaks down the price into several levels and raises it gradually, so that the sum of several quotations is still equal to the high price that he wanted to quote at the beginning.For example: a stationery dealer sells a set of pens, inks, papers and inkstones to painters.If the salesperson quotes a high price at one time, the painter may not buy it at all.But stationery dealers can quote the price of the pen first, and the asking price is very low; after the transaction is completed, they can talk about the ink price, and the asking price is not high;The painter has already bought pens and inks, so he naturally wants to "fit with Jackie Chan", and can't bear to give up paper and inkstone, so it is difficult to make concessions in terms of price during the sales negotiation process.

Generally speaking, salespersons should grasp the following principles when dealing with price issues:

[1] Scientific pricing of products.

When dealing with the price problem, the salesperson should first consider whether the company's product price is reasonable, which requires the company to comprehensively consider various factors when pricing, so that the price set is scientific and reasonable.At the same time, try to be relatively stable.Because if the price of the same product fluctuates frequently, it will cause doubts from customers.

[2] Clarify the truth of the facts and target the target.

Sales staff should first figure out what is going on with the price questions raised by customers, and then take corresponding measures.For example, if customers think your product's price is high, the reason may be financial constraints or they have not yet realized the additional benefits of using the product.

[3] Talk more about the value of the product and less about the price.

From the point of view of sales, the price is relative to customers.For example, the stronger the customer's demand for a certain product, the less he will pay attention to the price of the product. Even if the price is higher, he will think it is still suitable; , he will think less about the price issue.Therefore, in the process of sales negotiation, sales staff should emphasize more on what benefits the product can bring to customers, what problems it can solve, and what needs it can meet, so as to dilute their price awareness.

A basic principle in dealing with price issues is value first, price second.The salesperson talks about the value of the product first, so that the customer has a full understanding of the value of the product, and then talks about the price of the product.In this way, the initiative will be taken to a certain extent, so that the customer's thoughts and actions will be guided and influenced by the sales staff.

[4] Stand firm and never back down.

In sales negotiations, it is not a new thing to encounter price obstacles. Salespeople must believe in their own companies and products, and try not to make concessions to customers.Otherwise, sales staff can easily be held back by customers on this issue, so that they will retreat again and again and keep reducing prices, causing their own companies to suffer losses.When quoting, the voice should be loud, clear, firm and unhesitating, and the quotation should not be explained to increase its credibility and authenticity.Of course, if you can get a large number of orders by reducing the price, you can also reduce the original price appropriately to achieve the goal of small profits but quick turnover.All in all, the salesperson must be firm on the price issue, and don't make concessions unless it is absolutely necessary.

If the salesperson knows through investigation in advance that customers like to make a fuss about the price when they buy, then when the customer asks about the price, they can ask the customer to put forward the actual price of the product.If the customer's estimated price is much lower than the actual price of the product, the salesperson can eliminate the customer's objection on the price by analyzing the characteristics and utility of the product.

All in all, salespersons have different quotation strategies for different customers, and it is not advisable to set a high price or a low price.Whether the deal can be concluded depends on the customer's attitude. If the customer only asks for the price, no matter how low the salesperson's quotation is, the deal cannot be concluded. The customer's sincerity may be the most important thing!

Emphasize product-related benefits

Customers pursue value, enterprises focus on price, and customers need a sense of "value for money", while enterprise pricing is to find a balance between product price and value on the premise of creating value.

In today's market, the value of the same product is not fixed for a certain customer. The perceived value of the same product will vary with different customers, and at the same time, it will also change with the change of purchase scenarios.This is why roses on Valentine's Day are five to ten times more expensive than usual, and the supply is still in short supply.When the value changes, it is not difficult to explain the price change.It can be seen that the pricing method of multiple prices for one item is reasonable under certain circumstances.

Salesperson: Miss Zhang, you said you like our high-quality products, right?
Customer: Exactly.

Salesperson: And you like our quick delivery, don't you?
Customer: Yes.

Salesperson: You also like our higher gross margin and payment terms, isn't that right?
Customer: Exactly.

Salesperson: Ms. Zhang, our high-quality products, fast delivery, favorable payment terms, and great profits will provide you with additional added value, and will surely attract a large number of customers to visit your store.I suggest you buy "Describe Product and Quantity".Sufficient market demand in the next two months will surely provide you with the expected profit, and we can deliver early next week "waiting for customer response".

In the sales process, it is very beneficial to propose the preferential nature of your own products.Generally speaking, mastering practical methods is an important aspect for salespeople to effectively deal with price problems.Usually, there are several ways to deal with price problems:
[1] Carry out benefit resolution.

The benefit resolution method is a method often used by salespeople when dealing with price problems.The advantage of this method is to resolve the different opinions raised by customers on the price by emphasizing the benefits and benefits that sales products bring to customers.

For example, when selling production supplies, sales staff should focus on explaining the advantages of their products in terms of saving raw materials, reducing energy consumption, improving labor productivity, long service life, and low maintenance costs, so as to eliminate customers' concerns about prices.

[2] Time decomposition of product prices.

Different methods should be used to sell different products. When selling high-priced products, the salesperson can use the method of time decomposition, that is, to decompose the price of the product according to the use time, so that the customer's cost appears to be less.

For example, a bottle of beauty cream of a certain brand costs 180 yuan and can be used for one year. In this way, you only need to pay 15 yuan per month, and you only need to spend a few cents per day, which is not worth an ice cream.That's a hell of a bargain.

[3] for comparison of advantages.

Under normal circumstances, before the customer decides to make a purchase, he will compare the performance, efficacy, and style of the product in detail, and raise objections to the price to the salesperson. "Why are your products so expensive? So-and-so's products are much cheaper." When encountering such a situation, the salesperson can adopt the method of comparative advantage, highlighting the advantages of their own products that other manufacturers' products do not have.

In addition, sales staff can also compare non-product advantages, such as free commissioning and installation, installment payment, on-site maintenance services at any time, etc. Therefore, the advantage comparison method is an important method to relieve customers' doubts about prices.

[4] Decompose the product price by unit.

This method is to reduce the pricing unit of the product, break down the large unit into small units, and make the price sound relatively low.For example, break down how much money per ton is into how much money is per kilogram; how much money is decomposed into how much money is per box;In this way, the price of the product will not sound so high, and it will be easier for customers to accept it, thereby reducing customers' objections to the price.

[5] Emphasize the advantages of the product.

When the salesperson is dealing with the price problem, if the price proposed by the customer is too high, the salesperson should introduce the advantages, functions, practicability, and utility of the product to the customer. At this time, the salesperson must emphasize that "one penny, one cent Goods", through a detailed analysis of the product, so that the customer realizes that it is worthwhile for him to spend so much money.

For example, a woman wants to buy a certain brand of beauty cream, but feels that the price is too expensive and she is a little bit reluctant, so she has price concerns.So, the salesperson said: "Miss, you don't know, this beauty cream contains special biotin extracted from Ganoderma lucidum, white fungus, and velvet antler, which has special effects of regulating and improving the metabolism of skin tissue cells. It can eliminate wrinkles and make roughness The skin becomes delicate, and can keep the skin white, soft, elastic and lustrous, so as to achieve the purpose of beauty. Moreover, its dosage is very small, only need to be used once a day, suitable for any type of skin. One bottle can be used Half a year." After the lady listened to the salesperson's detailed explanation, the price barrier in her heart disappeared.

[6] Make appropriate markdowns.

When salespeople and customers are at an impasse in price negotiations, appropriate price adjustments can be used to break the deadlock in negotiations.Within the scope permitted by the authority, the sales staff can appropriately lower the price according to the specific situation, so as to urge customers to place a large number of orders in order to make small profits but quick turnover.However, if the price adjustment range exceeds the scope of authority of the sales staff, you should ask the leader for instructions, and you must not make your own claims and adjust the price at will.

According to the purchasing power of customers, offer a low price
As far as the quotation is concerned, it is indeed a very important link, because it involves our most fundamental interests, and it is related to whether the transaction volume of the customer's order to us is successful.Therefore, it is very important for us to quote an accurate price according to our situation and the situation of our customers!
Many salespersons, in the face of customer inquiries, habitually do not try their best to answer the customer's questions, but keep inquiring about the customer's situation.The opening is: how much do you want?This practice is not recommended.

There are also some salespeople who like to generally quote a slightly higher price.They think: If you are an expert, someone who really intends to sell should know the market conditions before quoting a suitable price.

But in this way, many small customers do not know much about their professional knowledge, and they have retreated as soon as they see the high price. How can there be continued transactions?

Therefore, in the sales process, it is advisable to quote a lower price at the beginning.

The benefits of this are:
First, for those customers who understand the market, under the same conditions, the low price must be quite attractive, which can facilitate the transaction of the business.

Second, for ordinary small customers, because they don't understand, they are bound to compare with many.You quote a low price at the beginning, and after he compares it and finds that your price is lower, he will come back and talk to you in detail, and I believe the business should be easier to close.

From the seller's point of view, when the salesperson quotes, the general quotation is the highest feasible price.From the customer's point of view, the general quotation is the lowest feasible price.

Why are salespeople's quotations often the highest?There are three reasons: First, the quotation sets a maximum limit for the customer's asking price.Once established, usually, it is difficult to ask for a higher price, and the customer will not accept a higher price than this.Secondly, the quotation directly affects the customer's impression and evaluation of the product, that is, whether the product is worth the "price".Second, if the quotation is higher, there will be room for future negotiations, and there will be a "chip" in hand to conduct transactions.Third, quotations often have a substantial impact on the price level of transactions.

When quoting, salespeople often think that the higher the asking price, the higher the target will be, and the customer's counteroffer cannot be too low, so this quoting method may bring more benefits.However, it must be reasonable to quote a high price, and the salesperson should pay attention to the quotation not to ask for the price, talk about it, and do whatever you want.Any quotation must be justified and "why"!If you can't give more reasons, it will damage the whole sales negotiation process, make yourself passive, lose face, lose credibility, and eventually be forced to make concessions.

(End of this chapter)