“Those Are Really Expensive”By joanne | 24th May | Marketing Strategy, Marketing Training
It sounds straight forward, but the people selling your product need to be aware of its benefits…
We recently went to buy a toilet (I know, the glamour of my world!) for our new campervan. It had to be a specific size, which meant it would be more expensive than the more popular sizes. Having made our choice, we weren’t expecting the lady on the check out to remark ‘oooh. These are really expensive’ and then look at us with a questioning expression, wondering if we still wanted to buy it.
We explained that this was the only option in the size that we needed, so we had little choice and were happy to proceed. She then checked the price and told us it would be £72 and asked whether that would be OK. Double-checking again that we were happy to pay the price. (Since the price ticket on the loo was £78, we were quite happy to pay £72, but that’s another issue!)
The product is beside the point (although Dometic – if you’re reading this, please give me a shout. You have some training to do for your retailers). The question is whether your sales team are sending the right messages about your price. Do they say ‘the great news is it’s only £…’ or do they think the product is expensive – and give that message, whether physically or verbally to your customers?
James Dyson came across such an example when he did a mystery shop for his company and the sales rep tried to sell him an alternative brand as it was “stronger and more durable than a Dyson”. (Can you imagine??!!) He came up with a great response – but you’ll have to read his book to find out what it was.
If you’re sending the message that your products are expensive (particularly in the current climate) you are losing sales… can you afford not to train your staff??