I have been doing a lot of coaching calls lately with a particular client in the travel business – and I have noticed a trend when it comes to presenting pricing to customers.

Customers, like most people, have the ability to concentrate and really listen for only short periods of time. When you reach that point in the sales call when you will be presenting the price, your customer’s listening skills are at their peak. You have probably done a good needs assessment with them and got them excited about moving forward. The only thing now that could stand in their way now is the price. They are, to some extent, waiting on baited breath to hear the number.

However, once the number is given, your customer’s focus will shift from whatever you are saying to their own interpretations of that price. Your customer’s thoughts begin to drift to questions like: Does that price fit with my expectations? How will my partner(s) interpret it if we move forward with this – will they think we are getting value or being ripped off? Are there other hidden costs I need to be wary of?

With this backdrop, is it any wonder that whatever you say immediately after you give the price, is not really heard by your customer?

As a sales rep, you want to make sure price is always presented in context. You want to ensure the customer understands exactly what they get for their dollar. So, if you want them to hear both the price and the content, it makes sense to put that contextual information ahead of the actual number that you provide.

For example, a rep in the travel industry who is putting together a complex itinerary for a customer with flights, hotels, tours and transfers might say something like this: Mr. Customer, our prices include both your flights, accommodations and airport transfers. We will also include all of the tours that we spoke of – and you won’t need to worry about getting to/from all these destinations as we have also included all of these transfers as well . So, all in, your total cost is $$. How does that sound?

When presenting price to your customers, give the context and then, and only then, give the price.

Happy Selling!

#price #selectivelisteningskills #presentingprice #getitdonesalestraining