What if a good salesperson takes pride in his premium product or service, only to be told his price is too high? It doesn’t have to be a problem if he’s already done his homework  and asked great questions of all the right people in the organization. By then, the sales rep understands his customer’s needs and issues, and where the customer wants to go. Because the sales rep understands, he’s easily able to justify why the customer must make that initial investment in the rep’s solution over competitive choices. There’s always the implication that the customer chooses the cheaper option at his own risk.

You’d think your customers would be sensitive to what’s important to their own customers. Surprisingly, that’s not always the case. Consider buyers or purchasing agents who you may routinely call on. These folks have little, if any, contact with their customers who buy from them. All too often, they can be stunningly clueless about their external customer’s needs.  Instead they would rather hammer you on lowering your price. How do you convince these folks the importance of understanding value?  Here’s a key question to unlock those external customer’s wants and needs:

Earlier this year, I joined 38 top business, marketing & sales experts  (including Jay Conrad Levinson, Robert Allen, Michael Gerber, Tom Hopkins, Laura Ries, Jacques Werth, Seth Godin) to share our best ideas to succeed in a tough economy.

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The next time your sales prospect tells you your PRICE is too high, ask the following question:

“I can understand your need to get the most for your money, what criteria is important to you to determine you’re getting the best VALUE?”

Whenever a sales prospect tries to corner you on price, get them to discuss the criteria they use to determine value. They always respond back with a set of unique criteria that’s important to them such as service, delivery, quality, customer satisfaction, etc. That allows you to minimize price and talk about other sales criteria that’s important to them.