Although your prospects may tell you that, price is rarely the only issue. People buy emotionally. A salesperson s job is to help the prospect understand why it is in their best interest to buy what you have by helping them get in touch with their needs and concerns on a personal, emotional level. Price is an intellectual issue, not an emotional one. When price seems to have center stage on whether a prospect will buy from you, it means you haven t done a good job of uncovering the prospect s emotional needs and concerns to buy what you have.
Most people go to a doctor who really seems to understand their illness or medical problem.
The implication is that if the doctor really understands their medical problem and the effect it is having on their life, he or she will know the cure and have the best odds of making them well again. Your job as a sales professional is to be a doctor. When a prospect is emotionally involved, they will spend their money with you instead of your competition because they perceive that you understand their needs and concerns better than anyone else. Consequently, they are afraid that they will not receive the same service, quality, special attention, or expertise that you have to offer them in fixing their problem if they buy elsewhere. The better the job you do at diagnosing and understanding the prospect s problem, the more likely you are to get their business regardless of price.