Welcome back to the Bitrix24 Partner Sales Course! In this lesson, we're going to learn how to present the product price. As you may know, price is a very important factor when it comes to choosing the product.
The client is only ready to pay if the product value is higher than its price. When asked about the price of their product, a lot of salespeople would simply say "X amount of dollars", which is not a very good sales technique. Really your ideal product price should always come with an additional value attached.
That's right! It's not enough to present and sell the product itself - you also have to "present" and "sell" the price! So, how do we do this?
Well, there are plenty of techniques you can use, but we're gonna focus on one of the more popular ones, which is called the Sandwich method. This method is based on a psychological trick called the "serial-position effect", which refers to a tendency of a person to recall the first - primary effect - and the last - recency effect - items in a series best, and the middle items - worst. This is often used in negotiations to shift the accents and draw the client's attention to whatever you, the seller, think is important.
Here is the perfect metaphor to illustrate this method: imagine a huge sandwich or burger. Now, the price is like the meat - it's right there sandwiched between two buns, which cover it nicely creating the perfectly shaped sandwich. The meat by itself is not really that tasty - it's too dry, generally hard to digest, but when you add in some veggies, little sauce maybe, and then cover it all with nice pair of buns, you get a mouth-watering sandwich that's impossible to resist.
So how does it work in real life? Let's take a look at our sales Professional plan and try to create a Bitrix24 sandwich out of it. We'll start from the top.
Now, on top you've got a bun called the product value. For example, you could say something like this: "Bitrix24 is an all-in-one solution for your business, featuring CRM to increase your sales, Tasks and projects to streamline your business processes, Sites and Stores to leverage e-commerce marketing, Contact Center to enable omni-channel communication with your customers and Virtual Office to collaborate with your team 24/7, even remotely. " That was a huge bun, all right!
All of these features will certainly give you potential client enough food for thought while you can proceed to the next part - product price, which is actually the meat in your sandwich. After a smooth transition that may go something like: "To get full, unlimited access to all these goodies, you only have to pay X amount of dollars per month, which is nothing compared to what other services ask. Plus, if you act now and get a 2-year subscription, you can save an additional 30%, and we'll be happy to give you a whole month completely free of charge!
Let that sink in and then proceed to the final part - the bottom bun of your sandwich, which is the deadline. Once you've announced the price, keep pressing on and create a sense of urgency by limiting your offer to a certain time period - "valid only till the end of the month, this offer expires on June 10th", - and so on. This will help you switch the client's attention from what's been previously said to the fact that they have to act now and make a decision before the deadline.
As corny as it may sound, this Sandwich method does work, because it's based on human psychology among other things. Be sure to use the Sandwich method on your clients and you'll be amazed, how effective it really is! Meanwhile, our today's lesson is over!
Thank you very much for watching and good luck with your sales!
