Harvey Cohen special:

What makes people buy?

What makes people buy? It’s an interesting question isn’t it?

So many marketers believe that “price” is the most important criteria, so much so that it’s the first thing they refer to when selling their product.

However price isn’t the most important thing at all; there are others.

Quality is something everyone wants; it’s just that they don’t want to overpay for it. Service, whether it be before, during or after the sale is also a benefit most want to have. Then there is Value. No one wants to pay for something they aren’t going to get. And last there is Need. If there is a need for something, the price will take a backseat to the immediate or long-term desire.

If all this is true and I venture to say it is, then why do we constantly talk about “price” when we sell our products and services? Why do we spend countless advertising dollars promoting great interest rates when it’s really not what the masses are looking for?

The fact is the low price / rate may be a lure but it can’t be the entire foundation of a sale. Once we start talking to prospective clients, regardless of the product, it would be a great strategy to concentrate on the four major desires listed above. Anyone can beat your price but can they beat your “service”? Can they beat the quality you present (and quality can either be in the form of your experience or your product)?

Price may be the cheese that attracts the mouse, but in the end there has to be substance. Create a list identifying what makes you stand out above the crowd and find some ways to truly promote those features. If people truly know the difference, truly understand that what they are buying goes deeper than just what they see and truly realize that their lives would be improved as a result of having it, then the price issue will surely take care of itself.   Questions or comments?

I invite you to email me at learntosell@harveycohen.com

 “Overcoming Your Sales Objections since 1980”

www.harveycohen.com

Thank you, Harvey – I love your sales presentations!  I look forward to hearing from you again next month.

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