The lady walked up to my booth at the event and asked,
“What is the difference between the one that I already own and the one that you are selling, which is so much more expensive?”
This is the type of question that keeps unprepared salespeople up at night. I love asking this question right off the bat when I am buying something, just to see how red-faced and flustered the salesperson becomes.
Ever so rarely, you run across a person who actually welcomes the question like an old friend. Their face lights up when they realize that they are in the presence of a real buyer who is asking to be persuaded, nudged, and converted into a new customer…
In other words, SOLD!
I know, I know, most people hate to be sold. But “most people” is not all people, either.
There are those buyers who come into your sphere of influence with zero interest in your product or service. They would be grateful to become an avid user, given a great presentation.
Are you confident that your presentation is great?
I re-learned this over the past week while working a booth selling $500 blenders in a store that had other machines selling for $10.99!
The first time I had to handle the question from above, it was awkward and quirky. Toward the end of the event, and after the 300th time the question was asked, I was ready to take control. That one learned, prepared response added an extra $20,000 in sales for the week.
Without going into too much detail here, remember, the one who asks the question is the one who is in control. So when you get a question like,
“What is the difference between the one that I already own and use versus the one that you are selling, which is so much more expensive?”
You must immediately respond with a question to gain control.
“Well, I’m not sure there is any difference at all for what you use it for. Tell me, what do you like best about the product that you are using right now?”
People, for whatever reason, never respond with what they like. Instead, they talk about all the things that they are upset by, all the while telling you, the salesperson, what their hot buttons are.
Here’s the tip: You learn how to ride a bike by practicing riding a bike. You learn how to be a good person by practicing being a good person. And you learn how to be a great presenter by practicing, drilling, and rehearsing the answers to the tough questions from real buyers in real life over and over again until you look forward to getting them.
P.S. Get in the game this year and own the darn thing. You are good enough and you are worth it!
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