I was at the optometrist the other day getting my eyesight checked. As I sat there waiting to see the specialist I overheard the frame fitting salesperson talking to a client.
The client was looking at a pair of frames which she obviously thought were great. The salesperson recognised this and said, “Let me show you an even nicer pair… of course they are more expensive.”
For the life of me I asked myself, why would she have talked about them being more expensive?
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The client was not having any problems with price… she had not voiced any objections or mentioned any price limitations… therefore it was wrong of the salesperson to assume that there were any price restrictions. The price she was prepared to pay was for the client to decide, nobody else.
The salesperson could have simply said, “Let me show you an even nicer pair” or “If you like those let me show you another pair I think you’ll like” or any one of a hundred alternative phrases that didn’t mention the cost.
As I said, it’s not for us to determine our client, customer or patient’s ability to pay. It is for us to give them a range of choices and let them make the decision about the price.
It’s amazing how much people are prepared to spend if we give them a reason why. When people have great reasons why they buy. They make a decision and the price is pretty much immaterial.
The moral for us? Make sure you and your team are not imposing restrictions or boundaries or otherwise limiting the choices available to your prospects.
What you and your team say can make or lose you heaps of money and more importantly upset otherwise satisfied purchasers.
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