It's All About The Benjamins

When you look for a car, what is the very first thing you consider? Model? Capacity? Mileage? Price?

For most people, price is in the top three or four considerations. Price is present in every purchase. You can't get away from it. So if price is the objection to a purchase, it is common to all purchases. That being the case, when price is raised as an objection, it should be acknowledged, then set aside. Explore alternatives to price as buying motives.

What, besides price, is important to the customer. On-time delivery? Quality? The security of an insured product? American made? The answer for every customer will be different. The challenge to the salesman is to find which issue is the key motivator for the sale. If price were the only consideration in every business deal, we'd all be driving 1987 Yugo's.