There you are, sailing through your presentation on the new Model P10 Hotsey-Totsey diagnostic tool. Then you quote the price and the prospect says those awful words: “Wow, that’s (expletive) expensive!”
Think about the advertising you see every day. The TV ad for a newly leased car says, “only $199 per month.”
Present the price using the lowest common denominator, or simply as low as possible – and I do not mean a discounted price. If a product sells for $1,000 and you are financing it for a year, consider presenting the price initially as only $19.23 per week or even $2.74 per day. This may sound a bit shady, but if you present the fact that the technician will save five minutes a day using this tool, it would pay for itself every single day and even more, depending on how much they use it.
