How to deal with the purchaser opening: „You are too expensive!“
Who does not know it – the statement: “You are too expensive!”. This standard statement „you are too expensive!“ is probably the most widely used customer or purchaser introduction when it comes to price negotiations. And also many professional purchasers like this introduction very much.
Sales freshmen sometimes become so unsettled by that opening that the negotiations often end at this point before they actually start.
However, the handling of this introduction is relatively – the right preparation preconditioned.
Because: If the customer in reality does not want to deal with you or if he is so to say „married“ with another supplier, you anyway will most likely not be able to do much about it, also as an excellent salesperson, no matter how thoroughly you prepare yourself. And by the way, this is quite independent of the introduction or the formulation of the opening. After all, no customer can be forced to do anything.
In all other cases, such an utterance as „You are too expensive!“ can arise only if you have not been able so far to explain to the customer why your offer is worth its price and why it must be worth its price. If we leave out pure negotiation tactics as a reason. For the most part, in such cases apples are compared with pears. What then has to follow is a clarification of this situation in an open discussion.
In doing so, particular emphasis should be placed not on dismissing the objection itself (as would be expected, for example, in the stereotype of a used car seller), I mean: we as salespersons should not simply say: „You are not right: We are not more expensive.“
But rather we should try to change the customer’s perspective to the problem.
There are two key points which we have to understand:
- There must be these arguments, which differentiate our product from the cheaper competitor’s product, those arguments must be existing and
- These arguments must have a value for the customer which corresponds to the higher price.
Now, coming to practice:
First, it requires a pleasant transition, such as: „I understand that the costs are always an important point. But can I give you a few details of our offer? “
The next question of the salesperson at this point is crucial.
Here are some possibilities:
- „What if I could show you that our solution actually saves you money?“
- “What if I could show you a unique competitive advantage for you which only our solution provides?“
- „What exactly do you mean when you say that the price is too high? Do you mean the purchase price or do you mean the maintenance costs?“
- „May I show you that our solution will enable you to generate significantly more gross profit / increase efficiency above average / produce more units per time / increase the satisfaction of your employees?“
- „Why exactly do you consider our price to be too high?“
- „What if I could show you that our solution is the only one that solves your problem of low sensitivity in a satisfying way?“
- „Well, we have offered our Premium device. May I give you an offer which is actually equivalent to the competitor’s offer. You will see that we can even undercut this offer.“
- „What experiences have you had with us so far?“ Well, this argument should be checked beforehand.
Do you have questions?
Just contact me!
The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model.
Copyright © by Dr. Martin Auer, 2017
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