Apples and Oranges: 3 Ways to Get Prospects To See Differences

"I can get the same thing for only $13,000 and your price is $18,000."

Hearing something like that from a prospect stops many salespeople right in their tracks. Having no better way to handle that statement, some settle for spewing sales babble such as "But we're the leading provider of widgets in our city" or "We have the best customer service around, and you should really buy from us."

Often, a customer isn't aware of the differences between your product and the other product that is priced much less than yours. When this happens, you need a methodology to continue the selling process. With that in mind, here are 3 ways to continue selling when you hear "I can get the same thing for less."

1. Encourage further communication.

As salespeople, we need to learn more about the lower price from the competitor. The worst thing we can do is get angry or defensive. Thank the prospect for sharing the competitor's information with you. Ask questions, not with the intent to point out differences, but with the intent of learning more.

2. Ask the prospect the difference between the two products.

Sometimes the prospect will say "it's exactly the same." But other times, the prospect will recite a list of differences that can be a starting point for deeper discussion of differences. It's interesting how the prospect's statement of "I can get the same thing for less" can be quickly followed by the prospect acknowledging that it's not really the same thing. It's so much more effective if the prospect tells you how the products are different than if you do all the talking.

3. Use a Venn diagram

Sitting down with your prospect and creating a Venn diagram together encourages the prospect to share what they know about your product (or company) and the competitor's product (or company). The fact that you're sitting down together to create the diagram adds structure to the discussion, and the visual element can be very helpful in having meaningful conversation with your prospect.

Below is an example Venn diagram that might be created with a prospect who says they can get a sofa at another furniture store that is exactly like your sofa, but for less money. After completion of the diagram, it's easy for the prospect to see the real differences, and the prospect may be able to come to understand why your sofa is $350 more expensive than the other store's sofa.

Remember, part of the value of the Venn diagram is that you're doing it with your prospect.

If you like this post (or don't) please click on "comments" below and share your comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies and individuals who sell to consumers in B2C, retail, in-home selling, in the financial, real estate, and insurance markets, and other consumer-selling industries.

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Comments

[Steve Bent]

Great post (as usual Skip!)

For me the final step is to demonstrate the value verbally. Totally agree that the customer being involved in the Venn diagram does most of the work for you, but re-iterating the points stating something like:

"So removal of the sofa pretty much halves the $80 difference and then what we're looking at is a bigger sofa made of quality wood & fabric, with longer lasting and more comfortable cushions. I'm not sure Paul, do you think the extra $40 is worth it for this sofa?"

[Skip Anderson]

Steve, thank you for the compliment!

Your suggestion of verbalizing the conclusions of the Venn diagram exercise is a good one. In fact, it falls in line with what I often recommend in one call close sales scenarios: The you ask for the sale immediately after you summarize the benefits that the prospect has already agreed he would receive by purchasing your product.

Skip

[Diahn Hevel]

Love the Venn diagram! It's what they're learning right now in 3rd grade, comparing characters / books in language arts. If it works for a 3rd grader, it should work for communicating with customers, right?
Great post

[Skip Anderson]

Diahn,

My daughter is in third grade, so I know what you mean. In fact, she learned about Venn diagrams in kindergarten! I couldn't believe it when I saw that!

Skip

[twitter.com/heykeenan]

Skip,

Dig the suggestions. Excellent guidance for someone facing this challenge.

The difficulty is when a customer says "I can get the same thing for only $13,000 and your price is $18,000." they have normally made up their mind. This statement, most often suggests they are biased or have already made up their decision.

If this is the case engaging in the dialog is the truly difficult piece. Sales people struggle in the execution of what you described as they have trouble getting the prospect to open up.

The win is learning how to execute your steps, especially when the prospect thinks they are right and there is nothing else to talk about.