It isn’t about price!

Early on in my business, I’d been using an old printer and it was slowly dying on the vine, so it was time to get a new Printer / Scanner.

The problem was I didn’t even know where to start, so I went to Best Buy, and a guy walked over and asked if I needed help. I told him I needed something that would print, copy, and maybe more.

There were about 10 versions, so he started with the cheapest; ‘this one is $150’, then $175, then $200. But he didn’t ask me about what else I thought I might need in a new printer.

He didn’t ask me questions or explain anything. I said I’m not sure, but might need more features. He just kept reading the tabs, so I got frustrated, and told him I was in a hurry and could read the rest myself.

A couple minutes later, another guy came over and I didn’t want to go through it all again, so I said, “Just trying to find the right one.”

He smiled and said, “Tell me how you’ll use it, and I’ll point you in the right direction.”

Wow! A few more questions and he showed me what I needed, and within 10 minutes, I left with my new printer.

The first guy tried to sell price. The second sold on my needs.

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At a car wash, I was talking to a woman who just got a new vehicle. She said she’d always wanted a blue minivan, and had a big family. So I asked her what was most important to her with her purchase…

She said it was the price.

So I asked, “Instead of the blue van that seated 7, did you try to find a less expensive red or black or different brand instead?”

“No – I only wanted a blue minivan. We paid a little more and just had to find a way to fit it into our budget.”

Sure, price is important, but not as important as their ‘wants and needs’.

When you focus on those and sell the Features, Advantages, and Benefits, people find a way to make it work.

Fact: 8 out of 10 people who buy, did not end up with that exact vehicle they came to buy and almost everyone pays more than they planned to pay.

Again, we ran into selling price, not the product when buying new towels. We wanted thick soft towels and said so in both stores, both salespeople focused more on price than our wants and needs.

We didn’t need to ask the price because like the printer guy, with every item she showed, it started with price, “Now these are $44 and great.”

Even when we said we knew what ‘level’ we wanted she still kept showing and explaining the price and wasting our time. If it hadn’t been the brand we wanted, we’d have walked out.

Price is not your friend, and talking about it on the lot costs you more sales than anything else.

Once price is in the conversation, wants, needs and value are history.

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Stay away from price on the lot.

When you’ve demo’d the car, it’s time to start heading toward your office with…

“Sounds like we’ve found that perfect truck, so let’s get those figures for you. Can I get you coffee or something else to drink while we wrap this up?”

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