The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Quality Is Not Enough
Many salespeople get stuck on the subject of quality. Their main argument for
buying is that they are selling a quality product. But quality is never the primary
reason for buying anything. Quality is a logical argument. People buy things
emotionally, but quality is always based on logic.
What is more important than quality is utility. When a person says, “My
product is the highest-quality machine in the business,” it doesn’t matter. The
only thing that the prospect is interested in is, will it do the job for me? Will it do
what I need done? Is it adequate for my purposes?
You can say that a Rolls Royce or a Mercedes is a high-quality automobile,
but if all you need is a car to go back and forth to work, you don’t need to buy
one of them. Quality is not an argument.
Quality and Price Comparisons
The only time you can use quality as an argument is when you are comparing
your product at a higher price to another product at a lower price. You have to
show the prospect that there are definite reasons why he should opt for higher

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quality rather than lower price. You have to prove that the customer will be
much better off with your product, because it is of higher quality, than he might
be with another product of lower quality, even if it is cheaper.
If you are selling a snowmobile to an Alaskan, quality performance is a more
important argument than price. If he drives the snowmobile out on the polar ice
cap and the machine breaks down, he is going to freeze to death before he gets
back. In this case, the cost of higher quality is more than justified by the benefits.
If you are selling a vehicle to someone who is going to drive it across the
Sahara, it is very important that it be a high-quality vehicle. If it breaks down in
the Sahara, where there are no people and no water, the traveler will die before
he gets help.