How Much?

I vividly recall being in a vendor trade show booth as a young buck. A passerby with a virtual trashbag full of free marketing refuse stopped in to speak with me.

She asked me what a particular product cost....I told her.

I was immediately pounced on by a "seasoned sales veteran" of my company. "NEVER, EVER tell them the price!!!" he roared at me. He then explained how we must, on the spot, create the time and opportunity to sell VALUE first. VALUE, VALUE, NEVER, EVER he bellowed again.

In the fancy-pants parlance of the prestigious, tier-one consulting firms, my colleague is technically known as "an idiot".

There will be times where somebody-usually a customer- will ask you the price point blank. Got a relationship with them?...great, go ahead and jovially ask them "Are you buying on price again, Fred?.." (Make sure their name is Fred). Joke with them that you hear the sound of somebody kicking some tires.

We always want to sell value first, preferably right away. But if a customer or a prospective customer asks you what something costs...especially if it has a list price/SKU, tell them. Otherwise you lump yourself in with the untold millions of other salespeople...the type of salespeople that we all want to avoid.

If what you sell is a service, give em' the ol' housepainter example. Tell them a housepainter can't quote a price without thoroughly examining the house.

It's been my considerable experience that the "How Much" people very rarely buy a thing. Just tell them.