Selling to Price Focussed Customers

There’s a general perception in business that people are buying based on price alone.

Could it be that the only reason our customer asks for the price upfront, is because we have trained them to do just that?

More often than not, people go into or call a shop/showroom/business not really knowing what model, style, colour or features they are looking for and so often start by purely asking for the price?

At this point should the salesperson say, “That’s £29.95” or should they ask the customer some questions about what it is they are looking to use the product/service for?

Let’s take a simple example of someone buying a kettle.
Now in most people’s eyes a kettle is a kettle, but it can have many different features and offer different benefits.

So what if we get our sales person to say to the customer,

“Just so I can help you better, is it okay if I ask you a couple of questions about the kettle you’re looking for?”

This is a better response than simply telling them price, I’m sure you’ll agree?
Usually, the customer will be happy to answer any questions designed to help as they would obviously like to find the kettle that best suits their needs.

The sales person can then ask questions like:

  • “Are you looking to replace an existing kettle or is it a gift for someone?”
  • “Do you regularly use your kettle or is it rarely used?”
  • “Have you seen the cordless options that are available?” (you know, those higher margin ones!)
  • “Are you looking for something to match your kitchen?”
  • “So what colour are you looking for?”
  • “Kettles come in different cup capacity; do you require 10-cup capacity or is five a better size for you?”

From these questions, the customer gets the idea that the sales person is genuinely interested in their needs, and that they’re able to offer options in the most suitable kettles based on what they want, (and guess what?, they’ll remember this good experience, maybe tell their friends, and come back for more)

The issue of price, is therefore, negated. It is just a matter of now asking the customer to buy the kettle and close the sale.

A good salesperson would then ask, “Well, based on what we have just spoken about, there are two options to choose from, model x and model y; which one suits you best?”

Finally, he can ask, “Great, would you like to pay for that by cash or on a credit card, and can I take this to the checkout for you…

This example was based on a kettle- a relatively small value item.
Does this apply to other businesses? Yes absolutely, this process works equally well on cars, retail, houses, furniture, service-based businesses and any other product or service there is.

So, work out what your customers are actually looking for and when they ask for the price, you can help them to consider what’s most important to them in their buying decision.

Remember, most people buy on VALUE, not price


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