Educating is Closing...Relationships are Revenue!
Pricing: I deliver the same message- EVERY TIME; the sooner the better and if a prospect calls you-I deliver this message in the first call.
Bob/Mary- let me get this on the table, because I think it's important information for you to have before we get into this process. I really want to do business with you and I appreciate your considerating "your companies name." I'm going to assume you're speaking with or will be speaking with my competitors if you haven't already. And the first thing you'll either be told or realize on your own, I want you to hear directly from me; I am going to be the most expensive, there is no question about it. We always are. Now, having said that, I can tell you why we're more expensive so you understand the higher cost and the value we provide for that cost, and why we believe it differentiates us from our competitors. But if a big part of your decision will be based on the lowest price, we're not a good fit. Does that make sense to you? They of course want to know what that differential is, and unless you have it to offer, do not lie. I'm simply telling you that if you believe you have a better service offering, technology, car, condo, whatever, and you don't want to get into a price war-get it off the table immediately.
Then you tell them not to worry you're not talking about a 50% difference but generally 10-15%. Everybody knows you get what you pay for, just make sure you charge a premium because you provide a premium product or service.
Price is an issue when you make it an issue- period. It doesn't work any other way. If you've used this approach and after a lengthy process your client wants you to meet competitor pricing or beat your competitors pricing- walk! If you believe meeting competitor pricing is taking care of a current or new client, and in doing so you will have the opportunity to win future business, and you've built a relationship, do it with a mutual committment that you get something in return. If none of these exist run don't walk! And if they let you walk it's because YOU have not convinced them or sold them on value OR you were not selling to the decision maker. The former will almost always be the case.