Over my 22 years of selling I’ve learned some interesting things about people and their relationship with price.
As consumer-based shoppers we are all taught to look for the best price on the items we buy - from groceries to electronics, cars, furnishings, and vacations, we are programmed with the objective of paying the least amount of money for the best quality we can find.
And inferior salespeople will do the same.
As a sales professional, focusing solely on price means you’re only taking into account the monetary, market-induced value of an item and not the intrinsic value of the entire experience. As the old saying goes price is only an issue in the absence of value.
Without diving headfirst into the world of behavioral economics, it’s only important at this stage to know that a customer’s emotions have a significant impact on their comfort level, perceptions, and ultimately their buying decision. FMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).
To Maximize Your Monday try talking value instead of price. You’ll sell more. Believe me.