We’ve all been there before, trying to close a sale but all they want to talk about is price. And here you are wanting to retain your employees and maybe have a bit left over at the end of the month to pay your mortgage. When you get right down to it – the price conversation is the start of a race to the bottom, and you don’t want to be in that race at all.
So how do you shift the conversation?
Tip #1 – Focus on Value
A value-based pricing strategy is rooted in charging what the customer is willing to pay. If they’re arguing about price, they’re not seeing enough value. You may be offering a lot of value, but for the prospect perception = reality, so you need to shift their perception.
Remember, the average small business owner doesn’t know that much about IT and probably cares even less. If the prospect is looking at you like you’re an expense line item, you’ll only talk about price. But that view is shortsighted, so your job is to convey that to the prospect.