Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales

Chapter 78. Twelve Things Your Buyers Want Other Than Lowest Price¹

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Bill Brooks

The Books Group

There's an old quotation that says, "The bitterness of poor quality remains long after the sweetness of low price is forgotten."

It's still around because it's unquestionably true! Of course your prospects would like a low price. But 9 times out of 10, they know that "low price" can often translate into "poor quality." In fact, your prospects value many things other than a low price . . . and some of these other things can be just as persuasive as a low price in getting them to buy from you, whether you sell products to individual end users or services to major corporations.

There are countless other reasons people buy, but let's take a look at 12 of the most basic things that will encourage your prospects to buy from you, even if your price is higher than your competitors'.

1. An Easy, "No-Brainer" Relationship. When it's easy to do business with you, your customer's life is easier. If you can provide your prospects and customers with a relationship in which they get what they want, when they need it, on time and in good shape, you'll most likely find it easier to sell to them at full price, rate, or fee.

2. Reliability and Dependability. It's simple. People must know that they can rely on you. It is a foolish (and rare) customer who will drop a known provider to save a few pennies buying from an unknown source. If you have a solid history of reliability and dependability, you are in the position ...