THE DOLLAR STORE… there are two kinds of Salespeople: #1) Those who actually “sell” their product by creating value in the eyes of the customer; & #2)Those who do business by discounting their price because they are not clear on how to “sell”. Category #1 requires skill and therefore pays a lot more money. Category #2 is always out there but they don’t really last that long. They come and go. Their customers don’t get the same value. Their customers always shop at the “Dollar Store” and have zero loyalty.
Here is your ACTION STEP… when you are competing against the Dollar Store you need to have an answer ready to help the client see the benefit of doing business with a true professional:
Objection: “We are thinking of going with a Discount Broker”.
Objection Handler: “I understand and let me ask you… why would you want to do that? (We want to save money)
Well, that sort of approach is not going to serve you very well… may I explain? (Okay)
You see Mr. Customer, there are always discount brokers out there trying to buy your business by cutting corners. The problem is, when they cut their price… you are the one that suffers. May I explain? (Go ahead)
As you know results are dependant on value provided. It’s sort of like the Dollar Store. There are times when you getting full value is very important. This is a very important transaction for you isn’t it? (Absolutely)
This is definitely not the time to “cut corners”.This is not a situation when you want to “shop” at the Dollar Store. My plan offers that all important Full Value. Let’s do the right thing and put me to work so you can get top dollar for your home, okay? (Makes sense)”Never take a backseat and fall into the trap of having to “buy your business”. True Salespeople demonstrate their value and get paid for it. You deserve that and so do your customers. Be proud of what you stand for. NO Excuses.