Spotlight Your Services Value To Meet Prospects Price Objections

Last month I covered some of the prospective buyer's hesitations (objections) about deciding to purchase your services. In this article, we will cover the buyer's resistance to making a commitment to purchase because of price. You or your salespeople must be prepared for pricing objections, because this is the No. 1 roadblock to closing the sale.

Being prepared to deal with that objection before you approach the prospect is most important. Every salesperson must know all of the features and benefits of all of your brewers, water coolers and other equipment, products and services. Don't forget the features and benefits for the buyer who uses your OCS.

Two tools of the OCS trade that your salespeople must have are a tape measure and an ounce-and-gram scale. Looking professional in the eyes of the buyer is paramount to making the sale. The decision-maker will not be happy if you ask for a tape measure to see whether a brewer will fit on their counter. Using a scale to weigh a fractional pack or measure the amount of coffee in a single-serve portion looks like you know what you are doing, in addition to making your proposal.

Just The Facts

If you don't ask, you will not get! Train your sales staff to ask for a copy of your competitor's invoice. If you perceive hesitation, which you most likely will, simply suggest that the buyer cover up the price. What you want to see is what they are paying for: the number of bags per case, type of coffee and the weight of the bags. If the invoice is not made available, always try to look at the box or case of coffee for code markings. These codes usually will tell you what's in the box.

Buyers many times will immediately ask you, "What's your price."

"Mr. Buyer, I know this is an important question. I promise to answer you shortly. Before I do, I really need to know what your needs are, the volume of your orders and the type of equipment we will be providing your company. Then I will be better able to offer you greater savings." Notice I did not say, "Better pricing." Rather, I want to offer a better value-added package.

Here are several price objections that all of us in the refreshment industry have heard and will continue to hear. I am suggesting how to answer the decision-maker's objection and then go for the close.

"Your price is too high."

"You are currently using a 42-ct., 1.75-oz. bag of a Colombian coffee blend, and you mentioned when we first spoke, that the coffee you tasted was weak. I am offering you a 2-fl.oz. 100% Colombian coffee, which is higher-quality coffee, for just one penny more per cup. This equates to about 12 % more coffee, and you liked the taste. Can you now see the value in what I am offering you?" Wait for an answer and, if the buyer says yes, ask for the order.

Emphasize Benefits

"There is not much difference in your price from what I am now paying."

"Mr. Buyer, the brewing system that I am providing will save you valuable employee time and hassle by eliminating the need to clean the brewer daily and rinse out dirty pots. You loved the fact that there will be no more wasted coffee dumped down the drain. This is a major cost saving for your company. I am sure you can see the value in this. What day would be most convenient for installation?"

"I am still not sure that your package is better than what I now have."

"I am glad you shared that concern with me! This gives me an opportunity to show you that the small difference in the price you are paying now might cost you more in the long run. Our service includes the cleaning of all of your equipment monthly and changing your glass bowls on every delivery. We also provide 24/7 equipment service, especially important if you have staff working on the weekends, which you said happens frequently. Our company also has been honored as 'Coffee Service of the Year' by our national association. Here is a copy of the article. Now can you see value and the quality of our service?"

Lastly, on pricing: If you sell by lower pricing, you will lose by lower pricing. Buyers who only shop price will not be loyal when a competitor arrives a few months later with a still lower price. You must sell value, and show the decision-maker what the value is in choosing your OCS.

I'd love to hear from you about what other sales and marketing areas you would like me to cover. I can be reached at (516) 241-4883 or OCSconsultant@aol.com.