Selling Smart

What to do when you sell a product customers can't afford.

If prospects can't afford your product, make some changes sothat they can. Most of the time, they'll say, "I want thewhole thing, just at a lower price." Good, now you knowit's time to start negotiating. You've discovered that thiswasn't a price objection after all--it was just the beginningof a negotiation.

What if they really can't afford it? If you can'ttake out some value (along with some dollars), come up with acheaper idea. Keep in mind that the original proposal is based onyour estimates, and they may be off target. If you're way offbase and you can't come up with a cheaper idea on the spot,retreat and start over. Get as much information as you can aboutwhat prospects can afford and what features they particularlyliked. Then, set an appointment to come back with Plan B.

Excerpted from Creative Selling: Boost your B2B sales

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