What you believe about your pricing as a salesperson is what your prospective clients will believe about your pricing.
You’re Hiding Something
Even if you never say out loud that you believe your prices are too high, your body language, your lack of confidence, and the caution in your voice will tell your prospect that you don’t believe you are worth paying more.
If you refuse to discuss pricing when asked, it looks like you want to avoid the subject, that you are uncomfortable discussing it. Your avoidance can cause your client to believe that you are afraid to tell them the price because the sticker shock is going to cause them to cut off the conversation. Because you don’t believe the value, they don’t either, and then they do try to end the conversation quickly.
Why Your Price Is Higher
If your price is higher than your competitor’s, then it’s higher. Pretending that it is not, or trying to avoid talking about your pricing destroys any confidence in you and your product, service, or solution. You can’t be a trusted advisor and be afraid to “go there” with your clients.
The choice to have a higher price is a strategic decision. Higher prices allow companies to create greater value and the kind of meaningful differentiation that produces more significant results—as well as creating a preference for those companies.
The right choice is to embrace your high price as the advantage that it is. That higher price allows you to produce better results than your competitors. It allows you to invest money in areas where your competitors are hampered by their lower price, often including the people necessary to serve clients well. It allows you to do things that differentiate you in a crowded market.
You Transfer Your Beliefs
If you believe your price is too high, then so will your prospective clients. You will transfer that belief to them through words said or unsaid, and actions taken and avoided.
If you believe your higher price is a bargain for the value that you create, then you will transfer that healthier belief to your prospective clients. It’s true that not everybody is going to believe that your price accurately reflects the value you create; that is why we call what we do selling. That said, if someone doesn’t value what you do enough to pay for it, then they aren’t really your client.
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"In The Lost Art of Closing, Anthony proves that the final commitment can actually be one of the easiest parts of the sales process—if you’ve set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall."
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