The more expensive your product, the smaller your customer pool will be, and making a successful sale becomes a bigger conquest. After all, while the pool of customers who can buy the product is small, the pool of customers who will buy is even smaller. It’s your job to convince them, to show them that your product will give them unequivocal value.
That’s not easy. Even the most experienced salesperson will find some challenge in pitching an expensive product. However, there are some tips and tricks that you can use to get positive results. Consider the following suggestions.
Don’t Dismiss Prospects
You must have heard the phrase, ‘never judge a book by its cover’. That’s something every sales person should remember. Not everyone who has the ability to buy a particular product will look like they do. Never judge a client’s value based on preconceptions.
Similarly, don’t assume that everyone who acts like they might keep their purse strings tight won’t make an expensive purchase every now and then. The idea is to try to sell to everyone. Just waiting until you’re absolutely certain that the prospect won’t make the purchase before giving up on them.
Focus on Customer’s Needs
Seasoned salespersons understand just how important it’s to sell a product’s usefulness over its qualities. For example, a customer might not consider that a particular product is the latest innovation or that it’s the most popular one of the market to be of much value. However, they might be impressed if you show them how the product would fulfill their need.
For example, if a person is in the market looking for a new laptop, you might try to find out what they need and why they need it. You could also try to find out what happened to their old laptop. When you have the answer to these questions, you can show them why the expensive laptop you’re selling might be the right choice for them.
Position your Products Accordingly
There are some customers who might purchase the most expensive product available just because it’s expensive. Similarly, there are customers who might purchase the most affordable product because it’s the most affordable. However, most of your customers will choose a product that offers value for money. That means, they’ll choose a product that’s not too expensive, but is of good quality.
If you position your products accordingly, you might be able to make a sale. For example, consider this scenario: place a very affordable laptop, that’s bulky, performs sluggishly, and has specs dating back to couple of years ago next to a latest model with top-end specs. If you place a nice, solid, but somewhat more affordable device along with the other two, most of your customers will choose the solid but affordable device instead of choosing the cheaper or more expensive one.