Image via Wikipedia
Although some people are particularly gifted when it comes to sales and pitching a product, others are mystified by the process. As sales are important in business, I plan to cover sales quite often. I won’t claim to know everything about sales, or even that I’m good at it, but I do know one thing my managers and educators have taught me continuously: when it comes to selling, sell your product, not your price.
Imagine yourself as a consumer (which shouldn’t be too difficult, right?). You’re booking a room in a hotel for three nights in a town you’re not familiar with, and you’re looking for a good deal. In the process of shopping around, you found a mid-priced hotel in a good location, so you call them to offer your business and make the reservation.
In the first scenario, the front desk agent answers the phone, gets your situation, and then offers you a room for a slightly above average price.
In the second, the front desk agent answers the phone, gets your situation, and then asks, “If you’re interested in our standard rooms, they do still come with jacuzzi tubs, a mini-fridge, and access to the pool and fitness facilities. Our suites offer larger room space as well as a kitchenette,” and then quotes you a price for both – one is slightly above average, and the suite is about $30 extra per night.
Which hotel are you going to stay in?
Even people on a tight budget can appreciate amenities, and that is what hotels are selling: amenities. If one hotel offers a pool and the other doesn’t, if they’re the same price, it’s likely families (and some other travelers) are going to offer their business to the one with a pool. Granted, each situation and customer is different, but this is the trend.
In the meantime, when you start by selling your price and then move into negotiating based on amenities and features, you’re going to be rejected quite a bit. Why? Because arguing your price by justifying it after suggests that you think your product is not worth the price you have set. This opens the door to people questioning the value, and also instills a sense of mistrust.
(Another thing you may notice in a hotel situation is where they ask, “Would you like the standard room or the suite?” which shifts your line of thought from “Should I stay here?” to “Which room should I book?”)
So remember: start off selling your features, your amenities, your excellent customer service, or even your guarantee. Do not sell your price until you are ready to have them negotiate for a lower price. When they do ask for a lower price, sell your features again. Be willing to bend, but not to break.
No related posts.