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One of the most important sales tips in our profession: If we quote prices like a wimp our customers and prospects will get the impression that our pricing must be unreasonably high. We come across as sounding apologetic.

“He handled my pricing question with such a total lack of conviction…that…I still…felt I was being violated.”

We forget that in many cases our customers have absolutely no idea what a fair price would be for our products and services so they use our body language and vocal inflection as a barometer. They literally evaluate the fairness of our pricing by how we quote the price.

Sales Tips from Politicians
Politicians have known this since the beginning of recorded history. If a politico doesn’t have the slightest idea about what he or she is talking about (which is 99% of the time) they act as if they are the world’s greatest authority. Their voice gets deeper, their shoulders are held back and they look directly into the camera. They act immensely assured.

I’m not attempting to defile the profession of sales by comparing it to the craft of politics, but most politicians have perfected a speaking and selling technique that is compelling to their constituency. It’s called confidence (which translates to votes).

Sales Newsletter to Retail Salesperson
I see the pricing confidence rule violated daily by sales professionals. I see it in both commercial and consumer sales venues.

Me: “What is the price of that fishing reel?”
Retail Salesperson: His eyes are fixed on the floor. His shoulders are stooped. In a voice I can barely hear, he says, “Well…I think that particular model…since it’s made in Europe…and it’s not on special…is priced…normally…at…well…45…no wait…49 dollars.”
Me: “Sir, you don’t know me from Adam, but I’m going to tell you how to effectively quote that particular fishing reel the next time someone asks you.”
Retail Salesperson: “Great, I’m always wanting to learn more about sales; my manager makes us read lots of sales articles.”
Me: “Forty-nine-dollars.”

He handled my pricing question with such a total lack of conviction, backbone and belief that if he had quoted me 25 cents I still would have felt I was being violated.

Sales Blog Wrap-up
It’s simple. Know that our customers are observing how we react to our pricing. When we quote prices confidently, price objections are reduced and we appear more credible to our customers.

Further reading: Wrestling With Fear in Sales

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Tags: assertive, pricing

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