So, there you are, coming down the homestretch with a customer you are trying to sell, and you get to the price. That price disclosure is met with a small groan, a wince, and a tug of the chin.  Let’s assume you’ve done a great job of creating urgency, and a great job of walking your customer through Total Cost of Ownership, (TCO), and you’re still battling price with your customer.  I’ve got one more suggestion for you, but it’s not without risk.

Warning:  If you use the idea contained within this BLArticle® and annoy your customer, Rob Jolles from Jolles Associates, Inc. cannot be held liable.

As I was saying, this is an approach that may come in handy every now and then and should be saved for your image-conscious customers. For the record, sight unseen, that represents the majority of your customers.  That said, this particular idea relates to the way your customer’s company does business.  For instance, if you were selling to a law firm for instance, it might sound something like this:

Customer:   “I understand all that, but you are still too darn expensive!”

Seller:   “Mr. Customer, I am going to ask you a question, I mean no disrespect, but I hope you can appreciate why I am asking you this question: Are you the least expensive law firm in town?”

Customer:  “Absolutely not.  Our firm believes in taking care of our clients properly.  These things cost money.  We believe in quality, full attention to the customer, dependability…”

Seller:  “Mr. Customer, my company is not the least expensive either and quite frankly, we never will be.  We also believe in the same things that you just mentioned including quality, full attention to the customer, dependability…”

Usually, customers connect the dots and understand.  Sometimes, customers will explain to you why they are not the least expensive company, and other times, customers will try to tell you why what they do is different from what you do. Either way, this approach certainly advances the conversation.

A few, friendly words of caution before you take this little idea out for a spin:  This suggestion is not meant to antagonize the customer.  I would strongly recommend you not even use this approach unless you have had a few meetings with the customer or are nearing the end of the selling process.

I have had salespeople tell me they have used this process and were met with resistance.  After probing further, I have found that they have used this idea in their opening when challenged on price.  Remember, if you are selling intelligently, you can’t be challenged on price early!  Why you may ask?  Because if you are selling intelligently, you are asking questions and listening early, and it’s pretty hard to be asked about price when you haven’t spoken about a product or solution yet. 

One more word of caution; you need to beware of your tone when using this idea.  You are treading on shaky ground here and I would strongly suggest you phrase the question to your customer delicately.  Please notice the words I used in the example above:  “I am going to ask you a question, and I hope you can appreciate why I am asking you this question.”  The idea here is not to use this tactic like a weapon, but merely as another tactic to draw from.  In the end, it presents a wonderful opportunity to tactfully remind the customer, “You get what you pay for.”

What do you get when combine energy, enthusiasm… and great content?  You get a “Pocket Sized Pep Talk!”  Tune in and you’ll hear a collection of BLArticles®, conversations, and interviews that are sure to teach, motivate, inspire, and oh yes; entertain!   https://podcasts.apple.com/us/podcast/pocket-sized-pep-talks/id1497772972

I was also on, “It’s Not Rocket Science! Five Questions Over Coffee,” a fun podcast with Stuart Webb.   You can listen to the podcast here: https://thecompleteapproach.substack.com/p/five-questions-over-coffee-with-rob#details

If you are looking for something to listen to on your next coffee break you might enjoy this brief chat between me and Tom Bailey, Founder of Succeed Through Speaking and the Succeed Through Speaking podcast. Listen closely if you would like some high value ideas to boost your business results.

You can read the transcript here – https://bit.ly/3BOfU7o

You can watch the podcast here – https://youtu.be/w-QgGvweE2M

You can listen to the podcast here – https://apple.co/2YVGWuN

I Zoomed my way to India to speak with Motivational Diaries, and Ashish Janiani.  We spoke for about 30 minutes about sales processes and training for success. 

   Sales Process To Sales Success || Interview With Robert Jolles – YouTube

If you want to read some “Life Lessons” I was able to share in a recent interview, you’ll find them here:  https://worldclassperformer.com/short-life-lessons-from-robert-jolles/

I had the pleasure of appearing on Robert Miller’s, Follow Your Dream Podcast and thoroughly enjoyed the discussion.  We go way back in this conversation to my first memories of performance… at age four!  I’m sure you’ll enjoy it!  https://follow-your-dream.simplecast.com/episodes/rob-jolles-superstar-salesman

I took another spin on, “The Abundant Accountant” podcast, and talked about a number of issues including  why sales training so often fails found here:  https://theabundantaccountant.com/episode-101-why-sales-training-for-accountants-and-tax-firm-owners-fails-and-how-to-avoid-it-with-rob-jolles

I also mixed it up with a wonderful podcaster, Terry McDougall on her Marketing Mambo show.  As she puts it, we “Cha-cha-chatted!”  If you want to hear sales and marketing go toe-to-toe, you’ll enjoy this show. https://www.buzzsprout.com/1569061/8172686-the-art-of-influence-in-sales-and-marketing-with-rob-jolles

I recently did a podcast with a wonderful, new, and up-and-coming star named Jahmaal Marshall.  His podcast is called, “Listen Then Speak.”  I’ve done a lot of podcasts, but we got into topics I rarely talk about, and I’m quite sure you’ll enjoy the show!  https://podcasts.apple.com/us/podcast/listen-then-speak/id1550684472

I’ve appeared on the “Small Business Advocate Show” with Jim Blasingame for almost 20 years now, and you’ll find dozens of our conversations on his website.  We just sat down a few weeks ago for a great conversation about selling fundamentals and the strategic use of stories.  Here’s a link to over 100 interviews done over the years, including my most recent interview that explores our many behaviors we display that are based more on a default mechanism than actual logic. https://www.smallbusinessadvocate.com/small-business-experts/rob-jolles-134

We posted a video series on delivering amazing online presentations with my friend, Jeremy Webb.  We go over some great stuff including:

• How to Select the Best Equipment for Online Presentations
• Pro Tips for Sustaining Interest in Online Presentations
• How to Look Like a Pro!
• Public Speaking Anxiety Tip
• Virtual Office Setup for Online Presentations

You’ll find the whole playlist here: https://www.youtube.com/playlist?list=PLRO7BsBDl6oL-6ZPW3O01x-g5PiR38ljL

I was recently interviewed on the “Salesman Podcast,” which was a lot of fun. If you’re looking to Change Minds, check out this podcast: https://www.salesman.org/the-simple-step-by-step-process-to-influence-anyone-with-rob-jolles/

I loved talking about the book, Why People Don’t Believe You on a podcast that I’m sure you’ll like called Onward Nation: https://predictiveroi.com/podcasts/rob-jolles/

After 30+ years as a professional speaker and trainer, one of the most common questions I get is this: “How do we make sure the training sticks?”  Take a moment and listen to this podcast; “SalesChats” with John Golden.  If you want to know why most training fails, listen up! https://www.youtube.com/watch?v=KR3dDOlTK7U&list=FLxBXKhqz0xBwbUPMqNthAJA&index=2&t=1293s