At this point in your conversation you want to reflect all the issues your prospect has highlighted as being important back to them. You also want to discuss how your product or service addresses these issues and resolves the problems they are facing in detail. This is not the time for a quick 5 point summary, but is a serious presentation of value. Your specific solution is what the prospect will buy, so you need to remind them of the value that each part of the solution will bring to their business.
Price will enter the discussion, but if you have stacked the value up for them then they price will be seen in the context of the return on investment they can expect – and that return could be in many forms – financial, time, peace-of-mind. Most quality buyers won’t make their decision on price alone. Clearly price is a factor – sometimes a business just can’t afford your solution – but more often then not, if the value is stacked high enough and there is enough convincing proof that it works, then your prospect will find the money needed to purchase.
Pricing and payment plans are just one more way you can customise your solution to fit your prospect’s needs without diminishing your profitability. You’d be surprised at just what people can afford when the payments are split over a few months or some other installment option.
In our Confident Closing Workshops we go over the importance of stacking the value when presenting your solution and helping your prospect to really experience the benefits your product offers. After doing this exercise many of our students go away feeling that they are seriously under-charging their clients once they have stacked up the benefits. Some of them have doubled or tripled their prices and found that they actually get more people taking up their offers.
Have you tried stacking up the value and tailoring your solution for your clients? Did it change their responsiveness to price and their interest in your product or service?
Let us know in the comments.
Meta Description: A tailored solution that solves my problem is almost irresistible for most people. Generic solutions are harder to sell at all, and certainly don’t attract premium prices.