Whether you’re making a big purchase like a new car or a small one like a jar of baby food, there is a variety of factors to consider besides how much something costs.  Like virtually all direct sellers, you really cannot control the price of your products, but successful salespeople know how to think like a customer.  In doing so, you can showcase those other factors that most likely outweigh price.

  • The product is a solution to a problem.  You’ve probably heard before that you should be educating your customer about the benefits of your product and how it can solve a problem.  For example, a businessman who travels frequently wants to improve his diet, but finds it very difficult to do so on the go.  Your company’s individually-sized protein powder packets can easily be mixed into a bottle of water and supplemented with whatever else he happens to be eating at the airport or in the hotel.  This convenience may come with a higher price tag, but in this case, the benefits far outweigh the cost.
  • Present a good value.  Customers are always in search of a good value.  As a representative of this product, it’s up to you to know what the product’s overall value is and how to share that information with your customers.  In the example above, the product offers convenience and nutrition, two things that contribute to its value.  Find out what the customer is looking for, since value can be perceived differently by everyone.  Aside from the protein powder’s nutrition and convenience, it also mixes well and pours easily out of the packet to eliminate messes; most people would rather pay a bit more for a product that suits their needs in so many ways.  Everyone wants to get the most value out of a hard-earned dollar.
  • Know why you have a competitive edge.  Knowing what your consumer wants and needs is important, but it’s also important to know what your competitors are offering.  It’s not uncommon for a customer to say, “But the XYZ company has this same kind of thing for a lower price.”  Such a statement can make or break the sale, depending on how prepared you are to respond.  Your customer may not realize that the competitor offers an inferior guarantee or that its product is made from lower quality materials.  Educate yourself about not only your product line, but also how your company competes with similar products and prices.
  • Offer peace of mind.  Because there is some degree of risk involved in making any kind of purchase, you want to be the one to minimize that risk and offer peace of mind to your customer that he or she is making the right decision to buy from you.  Of course you want to emphasize any guarantee policy that your company has in place, but you should also emphasize the quality of the product and your commitment to satisfying the customer.  Let’s say at a home show, one of the guests is visiting the hostess from out of state and is worried about the hassle and cost of having to make a return or exchange.  Offer to cover the postage and personally take her through the process if she needs to send something back.  With someone’s biggest concern no longer an issue, the sale can easily be made.

The price of a product is only one of many factors that contribute to a customer’s decision to make a purchase.  With a bit of research and preparation, you can be sure to overcome any obstacles you feel the price point has created when it comes to closing a sale.  How do you show your customers that price doesn’t matter?  Please share with us below!

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