It’s the question you’ve probably heard enough times to make you sick:
“How much do you charge?”
Other variations are…
“Can I get a quote for ____?”
“How much does it cost?”
“What’s your rate?”
And of course, the classic comparison shopper line that we all HATE to hear…
“I can get the ‘same thing’ from [insert competitor here] for [insert lower price point here].”
Is This REALLY Because of the Economy?
You’ve probably heard this plenty of times too.
“Customers are cheap because of the economy.”
“The way the economy is, you have to compete on price.”
“People are afraid to spend money. They just can’t afford it.”
But haven’t sales people ALWAYS been making these kinds of excuses?
When it’s summer time, they say that everyone is on vacation and spending money there, so they’re not buying. During the Holidays, unless you’re in retail, everyone is spending money on Christmas. During the New Year time, everyone is paying off their debts.
There’s ALWAYS a reason to assume that people are too cheap to pay for value. So why are some companies still selling high priced goods while the rest of their competitors are whining about the economy?
Could it be that those companies have created a strategy for attracting a different kind of customer? Could it be that all the value focused buyers are doing business with THOSE companies before you even get a chance to talk to them? Could it be that those companies have created their OWN economy?
A Surprising New Reality for Marketers
Did you know that over the past 2 years, consumers have become 50% MORE likely to research something online before making a buying decision? Did you know that, on average, 50% of your new leads DON’T represent immediate buying opportunities? They represent the buyers who are only interested in information now, but who aren’t ready to make a decision.
We like to call them “tire kickers…” but even the guy who kicks the tires had to drive to the car lot to get there. His car isn’t going to last forever either. He’s going to need a new one someday, and when that happens, he’s likely to buy from the company he’s most familiar with. Why not BECOME that company?
Connect with customers first, educate them second. If you do this, you’re much more likely to make their shortlist when it comes time to buy. And if you build enough trust and value between the time you capture the lead and the time they’re finally ready to buy, you can create an economy of trust.
You can get the first shot at earning their business, before your competitors even get on their radar. You can overcome price resistance and become the envy of your competitors.