BASICS OF SALES

At whatever point in your presentation you bring up cost do it in a reassuring manner. It is imperative you believe that the cost of your product or service is justified and that the customer will receive fair value upon purchasing it. Everything moves forward from this premise regarding cost.

If the customer gets the slightest hint that you feel your cost is unwarranted then you have a problem and you are in for a long ordeal. Customers like salespeople are aware of body language and demeanor. They too can pick up on subtleties and lack of assurance. Believe me it is palpable. Right at the beginning make sure you believe in your cost. If you have a problem with it talk to someone in your organization about it. Have them go over the product, its' uses and the competition Have them convince you of its' worth. Convince yourself that the product gives the customer fair value. Customers can sense trepidation coming off of you. They can smell it, so make sure you believe in your product's cost before you attempt to make someone else a believer.

When you mention cost (not price), believe it is worth what you are asking and be prepared to back it up. Your company has spent time and money establishing it so be positive when you present it. Just as you are entitled to make money so too is your company entitled to make a fair profit.
State the cost and do not back off of it or your setting yourself up for a lot of problems both at that point and in the future. If you hesitate at the first sign of resistance, then the customer will think it was too high to begin with. If you call on this customer repeatedly it will always be a stumbling block. Quote the cost and stay with it unless there are other extenuating circumstances.
If the customer's business involves selling then they too must deal with the cost factor. If they have an established cost that they stick to then why is it a problem for them to do the same. In fact mention this and of course do it tactfully.

Customers will not object to cost once you have proven that your product offers fair value and satisfies their needs. Convey your cost with assurance, in a positive manner and let your belief in it back you up.(Refer to my blog-Sept. 14th "How to handle your product's higher cost when it comes up during your presentation").

Thank you
Joe D'Ambra
www.basicsofsales.com
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