The Q and A Sales Podcast · 2024-03-11 · 7 min
Too often, buyers will focus on price before you've had a chance to prove your value. In this episode, Paul shares some ideas on how to proactively take control of the sales conversation. Show Notes Buyers often focus on price early in the conversation. This is especially true in commoditized industries. When buyers view multiple solutions as the same, they focus more on price. "Well, any time the customer leads you into a pricing conversation before you've proven the actual value, your price is going to be too high. The customer has yet to really understand what it is that you actually do for them." When customers make buying decisions, they analyze four variables: Price, Cost, Utility, and Impact. "Price is what you charge for your product or service. It's pretty straightforward, but, Cost is much broader. Cost is what that buyer really sacrifices. Utility is what your product or service actually does, but Impact is how it really affects the buyer." "When the buyer asks about price, don't freak out and start listing price." Instead, redirect the conversation to cost. For example, "Well, Mr.
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