Replace “price” with “value.” Customers are increasingly negotiating prices, and this is almost the only time a sales consultant becomes active. A serious mistake! First, we try to understand why the customer is asking for a discount: is it a cultural automatism? Does he want the best deal possible? Does he not comprehend the value of the product? Then we apply a very simple rule: the advisor must strive to increase the product’s « perceived value » rather than reduce its price.
In fact, with the right arguments, the customer’s perception can change and lead to a positive conclusion to the sale. This is why the sales consultant should never use the term « price »! By using the term « value, » you have the opportunity to shape it, to make it rise in the customer’s mind… Whereas a price is written in figures and always remains fixed.
Extract from a press article written by Serge Maillard in Europa Star
