You know how it happens… they ask, “How much?”
And you give them a straight answer, “Well, its four hundred and sixty eight dollars.”
They shudder and say, “That’s expensive.”
Here’s what you do and say:
Pause, give them *‘the lemon look’ and say very clearly and pithily “Is cheap important to you?” (Pause perceptibly after the word “cheap”)
(Then look them in the eye and wait for their reply, no matter how long it takes)
(Almost invariably they will say “No” or “Not really” or something similar)
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To which you respond, nodding your head in agreement to emphasise it) “That’s right! What you’re looking for is value isn’t it… (pause to emphasise, nod head but don’t wait for response) and that means the right product at the right price (pause) so let me explain what you are getting here”
Or “Let me explain what happens when you invest in this”
Or “Let me explain what it means to you when you purchase this”
Or “You see there are 3 (or 5) critical things that you need to know about this”
Almost invariably you’ll win the sale!
(*‘the lemon look’ means that the expression on your face immediately changes to one that indicates you have just sucked 6 lemons!)
Hi Winston
I like the bitter lemon article
Thanks Bernard and great to hear from you! Notice your new email address which piques my interest so will go have a look, love to hear more from you!