This article isn't about what you think! When I refer to the blinking salesperson, I am referring to a salesperson that blinks at the first perceived inquiry on price. It happened to me the other day while I was buying some new eyeglasses. I had lost my prescription glasses and needed a replacement. In my situation, a replacement was needed because things were a little blurry using an old pair of eyeglasses. After picking out a pair of frames and the eye exam, it was now time to visit with the salesperson.
We were seated across from each other. The salesperson then began going over the cost and told me what the investment was. I casually mentioned how expensive I thought they were. I took some time at the desk and just waited for a pregnant minute as I thought about lunch. Yes, lunch. I also made a long humming sound, raised my eyebrows and took some deep breaths. I was really thinking about was where to go for lunch after picking out glasses.
The salesperson apparently couldn't stand the situation and blinked by lowering my price an additional 20 percent. I then took a few more deep breaths and added some more uncomfortable time by just sitting there. I leaned back in my chair and looked up at the ceiling for a few moments. When I looked back at the salesperson, she blinked again and took another 20 percent off the charge for the eye exam.
The interesting thing is that all this happened while I was thinking about what I was going to have for lunch. I was perfectly content with the initial price given me. I just took some time at the counter thinking about whether it would be a sub sandwich or a hamburger. In this case, a few moans and looking at the ceiling provided savings enough for a free lunch. Maybe, if I had moaned more, I could have saved enough for dinner.
Value Added Selling The eyeglass salesperson could have taken me down a different path but elected to reduce my price. Remember, I had only mentioned that I thought the price was high. It was almost two years since I bought my last pair and I didn't have any idea what I paid last time. The salesperson would have been better off to explain the value of the investment, which included spring back frames. She could have mentioned the cost included anti-glare coating and that it also includes a 30-day guarantee. She could have mentioned anything that gave me reason to see the value of the investment I was making in quality eyewear.
Questioning Price Usually, when someone is questioning price it is just a question. Nothing more and nothing less, it is just a question. The important thing is not to blink in a quick response. You may need to remind the person about the values of doing business with you. It might be an opportunity to add value by suggesting additional benefits. It is a good idea to reinforce the quality of the service or product you will provide. It might be an opportunity to mention the time frame of delivery.
An example might be - As I recall, you need this product in the hands of your customers by the 20th. By authorizing this now, we can ensure your order piece will be delivered on time. Professional salespeople use these price questions to reinforce the quality and service of their organization. It is not a time to wiggle and choke. We must listen to the question and then treat it as a question that simply states, "I'm not sure I fully understand the value of your product or service. Can you explain to me what you're doing to command this price?" As a rule, once you explain the value of your service and product, the question is satisfied. The moral of the story is - it