Price and Value

If it isn’t true…Don’t go there!

Price is rarely the only determinant when making a buying decision. Value often carries the day in the final analysis. That is why things have to be sold rather than just offered for sale. Like any other comparative situation it pays to compare apples to apples when making a buying decision. It often pays to work with a salesperson to sort this out but be careful to keep that sales person on the narrow path of your best interest when they tout their product and position it relative to the market. If you’re that salesperson don’t go there.

A prospect’s best interest is defined by the best price for the most benefits available. They need to make sure that what they are getting for their money is what they need and want. That’s value. What they need and want is not necessarily what they will be offered by most of your competition. Be different, be out front with prices.

There are a lot of factors to consider when weighing a final decision on a purchase. They aren’t as numerous or as complicated as you might think

Your pricing page and materials should be designed to help a prospective customer make the decision that’s best for them. Not everyone will be a good fit for your product or service. Trust that you don’t really want to talk to everybody. Many people who aren’t a good fit will eliminate themselves if they have good information. This will save you the time you would have lost trying to close people who weren’t well qualified prospects in the first place. You can also expect an improvement in your customer data base which will show up as improvements in customer service numbers. This will result from not having those people in your customer data base who were convinced against their better judgment to become a customer. If it’s something they never really wanted to do, they will tend not to be a happy customer. You don’t need the aggravation or that future Negative Nellie running amok in public.

Provide them, all who come, with the simplest explanation of your pricing, and then think about the related questions they would have at this juncture. Don’t sell, explain. There is a difference. What you give people shouldn’t look like an invoice. Just the facts, ma’am, was Jack Webb’s great line from the old TV show, Dragnet. It’s difficult to resist falling into sales mode when explaining your prices. If you can’t fulfill your product or service online and there are valid reasons why you need to “talk”, point out the value, before giving a final price, just say so and explain why, clearly. Be direct. Be honest. Be thorough. You have a great chance to present your best answer, and there always is one.

Avoid the tendency to present the rosy version of your pricing. Present what is real, what people will likely encounter. Real people buy your product(s) or service(s). Your pricing should reflect the real world people live in. People can find out from others today almost anything that you might potentially tell them. Make sure what you tell people contributes to their perception of you as an expert in your field. That’s hard to do that if you have reservations. Be all in for your prospects. Anything less will be detectable by your prospect and even though you may close the sale your future customer relations will be damaged. Not a good place to be.

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