My closing argument would be, “Mr. Prospect, if anyone who takes this
course does not feel that he or she will get a 10 or 20 percent increase in sales by
using these ideas, there will be no charge for that person. If you personally do
not feel that your people will get a 10 or 20 percent
increase in sales by using
these ideas, there will be no charge for the entire program. How does that
sound?”
Using this presentation, going from the general to the particular, focusing on
the benefit
but emphasizing the logical, financial benefit for that prospect, I was
able to sell
millions of dollars’ worth of sales training. And because the sales
methods and techniques were so powerful and effective, there were never any
requests for refunds or rebates. You can design your sales
presentation so that it
achieves the same kinds of results.
Price Comes Last
Interestingly enough, it was only when I had closed the sale and gotten an
agreement to conduct our sales training program that the prospect would
suddenly become alert and ask, “Wait a minute. How much is this going to
cost?”
When you have designed and given your
sales presentation effectively, the
question of price will only come up at the end, after the decision to buy has been
made. In fact, if the prospect asks you how much it is going to cost before you
have finished showing him what he will get and what your product or service
will do for him, refuse to give the price. Put off the question. Say, “That is a
good
question; I’m going to get to that in a moment.”
Here’s a wise proverb from the world of sales: “Price out of place kills the
sale.” If you give the price too early, before the customer knows what the price
is for, he will often become preoccupied with the amount you are going to
charge rather than the benefits he is going to receive.
Always delay discussion of
pricing until the end of the presentation, when the prospect clearly wants to
enjoy the benefits that your product or service offers.
