I am going to make this crystal clear. When you finish reading this you should easily be able to switch your customer from buying on price to buying on value.
Here are some examples that should shift your thinking and show you how to shift the thinking of your customer.
If you have $100 to spend on dinner to celebrate your kids birthday, what are you going to look for? The best value for your money.
If you have $400 in your budget for a monthly car payment, what are you going to look for? The most car for your payment.
If you have been pre-qualified by the bank to buy a $250,000 house, what are you going to look for? The most house for your money.
If you have 4 kids and a grocery budget of $250 a week, what are you going to look for? The most value for your money.
If you have decided that you are going to spend $2,000 on a new flat screen TV, what are you going to look for? The most TV for your $2,000.
OK, I know what you are thinking. How can you use this to make the sale instead of cutting the price?
Here is how to make the shift in thinking.
You're selling to a restaurant owner. Here is what you say: "You are spending $5,000 per week for your food, so your goal is to get the most value and the highest quality for your $5,000 weekly investment, is that correct? That is why we don't simply throw out prices and try to beat everyone. We take your budget and give you the highest value for your investment. For example, our service, our quality, our in stock items, etc.
You're selling staffing services. Here is what you say: "You are paying $18.00 per hour for an employee, so your goal is to get the most value for your $18.00 per hour investment, is that correct? That is why we don't simply try to beat everyone's hourly price. We take your budget and give you the highest value for your investment. For example, here are 57 services we can offer that makes us the best value for your money.
You're selling a house. Here is what you say: "I am sure you will agree, the payment on this house is $2,227 per month including taxes and insurance is a stretch. You may be able to find a house with a smaller payment, but look at this street, look at this neighborhood, look at this back yard, how about this great deck, and this fireplace, and these appliances, and the home owners warranty, and the association benefits, etc."
You are selling a car. Here is what you say: "What is the payment or price range you are looking for? $400 per month. Then our goal is to find you the best value for your investment, let's start with this one I have right here. It not only has a huge rebate, all the great features, but we have marked it down as well. With all this you are actually getting a $600 per month car for a $400 per month investment."
1. You first ask: "How much are you already spending, or how much are you willing to spend, or how much do you have in your budget?"
2. You then ask: "I assume your goal is to get the most value for your investment, is that correct?
3. Your presentation is helping them make the best decision by showing how much value they will get when they buy from you?