says Doar, “when customers focus on price, sales reps put their tails between their legs, sell themselves and their company short, and leave without pursuing the sale. Sometimes, they try to overcome the customer’s price objections only to encounter more objections. “I advise my reps to uncover a cus-


tomer’s real objections. Is a customer trying to squeeze every bit of savings out of us? Perhaps our service could provide savings that the customer never knew existed. One builder was concerned that our price was higher than a competitor’s. When my rep showed him how our service could save him a lot of money on labor costs, the builder realized that order- ing from us was actually less expen- sive than our competition – even though our products cost more.” What happens if the customer still wants a cheaper price? Doar answers, “We ask ourselves if we can afford to lower our price 10 percent. If the an- swer is yes, we may call the customer’s bluff and ask, ‘If we can do the same job at 10 percent less expense to you, will you give us your business?’ The customer rarely says yes. Then we need to uncover the real objections.” For Doar, there are other ways to show customers where they can save money. “Sometimes customers don’t believe that a less expensive brand can be as good as a name brand. We need to show customers how they can get the same quality job done for less cost. If they still don’t believe us, they can always pay the higher price for the name brand.” Doar’s reps can’t always afford to lower their prices. “All we can do is re-emphasize how we will save customers money with service, quick delivery, and flexibility; we get sup- plies to them immediately when necessary,” he explains. “We need to make a profit and, if a lower price makes that impossible, our company can’t afford to accept the job.” He offers these tips: “Know as much as possible about any potential customer. If price is the big issue,


VIDEO: HOW TO ALIGN INSIDE SALES WITH YOUR BUSINESS STRATEGY


and you can reduce your price and still make money, go for a trial close and ask if they will commit to the purchase if you lower your price. Most prospects won’t agree, so be sure you learn the real objections that prevent prospects from becom- ing paying customers. “Remember that there is a big


difference between price and cost. For example, a value grill may cost a


SELLING TIP


Three Tips to Close with Confidence Closing represents a natural conclusion to a well-handled sales process, yet many salespeople view it as an anxiety-laden moment of truth. When nerves sap your confidence, your sales may pay the price. Use these three tips to help you anticipate closing as a logical and achievable step in the selling sequence. 1. Your closing attitude affects your performance. If you face a close with excessive nervousness or dread, you’ll probably have to struggle to conceal your emotions – possibly jeopardizing the sale. Resolve to change your attitude by viewing your close as a golden opportunity. Enjoy the chance it offers you to exert a positive influence.


2. Closing begins with the first step of the sales cycle. Consider closing’s


role throughout the selling cycle instead of regarding it as a separate event tacked onto the end of a presentation or appointment. Closing actually begins with your initial contact with the prospect, so don’t associate it exclusively with the end of the sales cycle. 3. A successful sale requires many preliminary closes. If your prospect is


prepared to make a buying decision, you must already have closed suc- cessfully on a whole host of decisions (setting the call, agreeing on strategy and goals, etc.). Remember these successful preliminary closes to help boost your confidence when it’s time to ask for the order.


– SELLING POWER EDITORS SELLING POWER DECEMBER 2019 | 7 © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


few hundred dollars less than a high- quality Weber grill, but it lasts for only two years – one-third or one-half as long as the Weber grill that lasts four to six years.


“Good service from your company may make the total cost of your product less expensive than the com- petition, even if your price is higher. The challenge is to focus on total value, not price.” 


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