by Tim Roberts
Since 2008, buyers have owned sellers. Under the guise of the Great Recession buyers took control of the buyer-seller dance. It started with a simple, “Corporate has told us we have to slash everything by 7% and there are no exceptions. If you wish to continue selling to us you’ll have to cut your price effective immediately. Otherwise we will be forced to shop around.” Sellers caved in droves, fearful of hungry competitors willing to sell low even at the risk of profit peril. Protect mode became the modus operandi.
Still, buyers persist with “We’ve got to have the best price.” How many times since the start of the year have you faced a buyer claiming the frustration of “We’re paying too much. If you have something lower we’d be interested in talking.” And you defaulted to sales-horny, the scourge of all selling emotions.
Try This
The fact of the selling case is this – when buyers lead with price they’re simply negotiating. Day one stuff. It’s a softball but they know sellers swing and miss softballs all the time. They know if they can create a feeling of possibility for the salesperson, there’s a high percentage chance they’ll win the price battle.
The next time a prospect says to you, “We’ve got to have the best price” or “We need to lower our costs,” simply, yet with strength say, “Agreed. Very critical. We always put our best foot forward.” And then don’t say another word.
And please, please, don’t respond to their price negotiating ploy with, “Well, we’re not typically the cheapest product (or service) out there.” They giggle when they hear that. Buyers have strong beliefs about salespeople. Your most powerful belief must be: Price is never the real issue.
At Sandler Training, Trustpointe we help our clients think. To learn more about silly buyer games, weird selling emotions, and beliefs that let prospects know you came to plunder, not protect contact Tim Roberts at 317-845-0041 or tim.roberts@sandler.com.
Day. One. Stuff.
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