Pest Management Professional, March 2010
do better on your price Top Performer That makes sense Suppose I told you I couldnt do that What would be your reaction Customer about 50 percent of the time they will say I just thought I would ask Top Performer Fair enough So what would you like to do Customer When can you get started Or the other 50 percent of the time they will say Customer I guess that I will just have to use your competitor Top Performer Sounds like were done Now that were done can I ask you a question Customer Sure Top Performer We have 100s maybe 1000s of customers that pay us that price Why do you think they would do that Customer Im not sure Maybe because of your service Top Performer Thats it Now in your case is service important Customer Of course it is I want the best service for my home business Top Performer Makes sense but not enough to actually pay more Customer Well yes I guess Can you do anything on the price Top Performer Thats a fair request I cant do that but this is what I do Here top performers offer some concession that doesnt involve money This makes the customers feel like they are shrewd negotiators Customer Sounds good Lets do it Have you ever wondered why some salespeople sell at higher margins than others It starts with our personal concept of money and what we think is a lot of money Top performers realize they cant transfer their own self concept of money into the customers world They see a world of abundance not of scarcity They also know a customers primary reason to buy is to eliminate or avoid pain The more pain that they find the more money people will spend to eliminate it Money then becomes less of an issue or no issue at all Top performers know its a waste of time to tell a prospect how great their company and service is Top performers use their skills to get the prospect to do that for them the customer will not argue with their own data Its always important to have great customer service but not at the expense of cutting prices and giving the store away simply to keep them Trying to educate the customer as to why we are worth the money is a waste of our valuable time Working harder doesnt sound like much fun Challenging our customers in a nurturing and direct way establishes our value in the customers eyes and brings in more business At least thats what top performers do PMP You can reach Lindsley a sales and management consultant at mypmp@ questex com www mypmp net MARCH 2010 PEST MANAGEMENT PROFESSIONAL 45
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