This is what many sales people regularly tell me during the courses I run, and they want to know how to respond.
First of all, it is important to consider the reasons why buyers are so interested in the prices of the products offered, and what arguments can be made against them:
1- Many buyers consider that all copiers or printers are the same; so there is no reason not to choose the cheapest.
An office print proposal consists of several components: the machine, the software solution, the service, the sales approach, the after-sales service and the supplier. This multitude of elements means there are always wide variations between proposals.
At DATAMASTER LAB, the Technical Director will explain clearly that there are major differences in machines' performances, despite the sales brochures sometimes suggesting that this is not the case.
The sales representative can explain and prove to their client that their offer is the most adapted to the client's requirements. And this demonstration must be supported by facts, so that the buyer grants them the necessary credit for the realization of the sale.
2- Buyers who consider that the cheapest offer is enough for them.
If a buyer considers that the cheapes bid is enough for them, then the benefits that a more expensive solution would bring them have passed them by.
3- Buyers in financial difficulty who must fall back on the lowest offer by necessity.
When a company is in financial difficulty, or has to reduce its costs, the buyer is primarily concerned about how the offer they will select will meet their need to control or limit operating costs. And by experience, I can assure you that it is not necessarily the cheapest bid that is the most cost-effective in this situation!
The cornerstone of the sale remains the sales person. And this reality has a cost.
The salesperson must inspire confidence in their client. And the legitimate expectations of the latter require him to be up to the job.
But how can they manage to obtain the trust of their client if:
* They do not know their proposal that well
* They are not familiar with the market they are working in
* They are unfamiliar with their competitive environment and competing offers
* They do not understand the issues and business needs of their client
* They do not know how to explain the benefits and benefits of their offer
* They do not know how to explain the financing components of the proposal?
With DataMaster LAB, they can:
-Differentiate by citing facts
-Avoid wasting time in unnecessary tariff negotiations
-Retain margins thanks to the strengths of their proposal
-Demonstrate the long-term costs of competing offers that seem cheap.