Never pretend you failed to hear price. This will cause price to rise from molehill to a mountain in the mind of the prospect. Meet it at once. Very often when the customer says, “How much?” you can answer indirectly by saying, “You can get them in several prices, but first let me show you our new Dirt Finder.” Or you can reply, “It depends on which model will serve your purpose best. Now let me show you the features of our two models.” Let me repeat: When you do quote price, don’t stop dramatically. Keep on talking. Price will then pass away into interest. Dramatic pauses after a price is quoted will cause the price to be highlighted. Weekly Payments Seem Less It is often best to break price down into the small weekly payment, rather than to give the total lump sum. If the article or sales package you are selling has “extras,” quote them in the one pr ice. Don’t quote a price for the article, and then the price for the extras. Give one price for all. If necessary, later on, inform the customer she can buy the main article or gadget and get the extras later on. Never quote too high a price, or too low. Strike a happy medium. Too high a price scares many a customer, as well as too low a price. Show a higher-priced item or a lower-priced one, depending on the customer’s reaction to the medium price. When the customer tells you, “The price is too high,” say, “It may seem high, but it is the finest you can buy.” Or agree that the price is high and then outline two or three exclusive “sizzles” that will justify the high price. It is often good psychology to say, “Yes, the price is high, but worth it – for you get this feature exclusively on this cleaner. It is not found on any other make. It is worth the difference in cost, isn’t it?” Sell “Savings,” Not “Cost” Whenever possible show that the article SAVES upkeep costs. You can say: “The first price is h igh, but it will save you electricity.” “Yes, but it saves rugs, electricity, and your back.” “Price is relative, madam, to the benefits you get.” Many a price objection is given by a wife to get your answers to fortify herself against her husband; and the same applies to a husband. Give the customer reasons why the price is high – so she can use these reasons on her mate, father, mother, or boss. Give her ammunition to use to justify her decision to buy.
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