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.
About the Author
Alan Sipe
President, Toolbox Sales and Consulting
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.