Sell the Meeting by Scott Channell

Author:Scott Channell [Channell, Scott]
Language: eng
Format: epub
ISBN: 9780976524182
Publisher: New Mark Press
Published: 2019-07-26T04:00:00+00:00

Assume You Are Talking to A Buyer With A Brain

If you are talking to a buyer with a brain, they know that “lowest price” often increases costs in other areas and usually isn’t worth it. It is my opinion that if you are talking to a top decision-maker in a complex sales environment with many moving parts that must work to obtain business objectives and your main message is “we can save you money” that you immediately flag yourself as an idiot not worthy of their time.

If you think that is what matters most to them, you have immediately disqualified yourself.

Lower price does not mean lower cost. Not by a long shot. If you are going to prospect in a major sales environment, you must understand the difference between price and cost.

End of rant.

Back to the analysis of the script.

Price is on the minds of buyers. So a reference to it is sort of obligatory. My strong recommendation is that rather than say something like “we can save you money,” which immediately lumps you in with all the other idiot time-wasters who call and will earn you an immediate rejection, use a phrase like “competitive pricing.”

And when you use that phrase, make it the third of your 3 buckets of benefits. Don’t lead with it, end with it.

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