Price Objections

The argument against discounting prices.


“I saw it cheaper on a web site.” Internet stores can afford to sell cheap. They don't have the inventory or overhead you do. But be sure your customer understands what he’s risking. How much is shipping and handling? If there’s a problem, how much will it cost to ship it back? What’s the warranty? How is customer service? Who's going to train them? Once they realize you can’t put a price tag on everything you’ll likely win them back.

“That’s what the competition charges.” It’s hardest facing the competition. Usually we want to take the sale away from the other guy. But stop and think about it. There must be some reason they prefer dealing with you. Otherwise they’d just go with the other guy and not say a word. What is it? Availability? Knowledge? Customer service? Training? Trust? Loyalty? Or are they fudging the price a little?

Ask your customer: “Why would you prefer to buy from me?” They’ll say something like: “I like your brand better” or “I like you better.” Try replying: “So, isn’t that worth a few dollars more?”

The bottom line is minimize your discounts to maximize your profitability. Afterall, it's not about how much you sell. It's about how much you keep.

No one will ever sell everything at MSRP. But if we all agree not to give away the store, the mobile distribution business could become a little more profitable for everyone this year.

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), an aftermarket advertising & public relations firm. Phil is also a speaker and consultant. Visit his marketing blog at: philsasso.blogspot.com.

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