Columnists Bob Janet Sales Growth Expert

Sales Growth Expert

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How to bring the telephone price shopper into the store

• If you offer a low price guarantee:

• If you DO NOT offer a low price guarantee:

We spend way too much money and time marketing, to get prospects to telephone us only to let them hang up before they make the commitment to come into our store or purchase our products and services over the telephone.

Your telephone rings, you answer it and hear from the price shopper:

“How much is____?”

You give your price and the caller says:

“Thank you, I will get back to you.”

What are they going to do?  They are going to call your competition and ask the very same question.  And then they are going to buy from the lowest price they received from one of the clerks they had talked with.  That is right, from one of the clerks.  Because all clerks do is answer telephones and give prices.  Sales Professionals use a sales process that engages the customer in a discussion about their needs for your products and services and what they expect to receive when purchasing from you.

How to bring the price shopper into your business.

1. Let the price shopper know you have more than one product/service that will solve their needs. People buy more when they have choices.

2. Take price out of the conversation immediately by using the 3 Golden Questions.

(a) How are you going to use___?

(b) What do you expect from our company?

(c) What do you expect from me as your sales representative?

If you offer a low price guarantee:

When the customer asks, “What is your price”? You reply, “Price is no problem, we guarantee you the lowest prices.  What is important is that our____  (name the product/service) fits the need you have.  Let me ask you 3 quick questions.”

1. “How are you going to use your new____?” Ask them to fully explain so you and they are fully sure what they are going to purchase will take care of all their needs.  Ask them to elaborate.

The Benefit Part

Now tell them the benefits you offer that will solve their needs. People buy benefits that will solve their needs.  The more benefits you give them, the easier it is to close the sale.

2. “What do you expect from our company before and after the purchase?” As they tell you what they expect, assure them you will deliver what they expect. Tell them how you will deliver and your guarantee.

3. “What do you expect from me as your sales representative?” Again as they tell you what they expect from you, assure them you will deliver what they expect.

Now invite them into the store using choice questions.

“Which will be better for you to stop in the store, today or tomorrow?”

If neither of those choices work for them,  give them more choices.

If you DO NOT offer a low price guarantee:

When the customer asks, “What is your price?” You reply, “Price is no problem,

“We guarantee you the best deal.” or

• “We give you much more for your money than anyone else.” or

• “Our present sales program guarantees you the best value.” or

• “Without a doubt our ___ (product) and our service outperforms all others.

What is important is that our___ (name the product) fits the need you have.  Let me ask you 3 quick questions.”

1. “How are you going to use your new___?” Ask them to fully explain so you and they are fully sure what they are going to purchase will take care of all their needs.  Ask them to elaborate.

2. “What do you expect from our company before and after the purchase?” As they tell you what they expect, assure them you will deliver what they expect. Tell them how you will deliver and your guarantee.

3. “What do you expect from me as your sales representative?” Again as they tell you what they expect from you, assure them you will deliver what they expect.

Now invite them into the store using choice questions.

“Which will be better for you to stop in the store, today or tomorrow?” If neither of those choice work for them, give them more choices.

Bob Janet - Sales consultant/trainer, speaker, author of “Join The Profit Club” combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 704-882-6100, or e-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

 
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