They Ask, You Answer, 2nd Edition

44 The Selling 7, Video 5 Cost and Pricing Videos

This one should be a no-brainer after reading about The Big 5 and the importance of addressing cost, but integrating video into the mix makes discussing cost and price even more effective.

Remember, the primary purpose of The Selling 7 is to move the needle for the sales team, which is why you must keep this in mind when creating a cost video. Specifically, a video on cost and pricing should:

• Address all the factors that drive the cost of a product or service up or down.
• Discuss the marketplace — why comparable products or services are cheap or expensive, and so on.
• Talk about your product or service and why it costs what it costs. (This is where you need to explain your value proposition extremely well.)

As we discussed previously, one of the great benefits of using video in the sales process is its ability to overcome communication gaps that occur when a salesperson isn’t able to discuss a product or service with all decision-makers.

Now, instead of a messenger explaining to the other decision-makers what he or she heard when meeting with the salesperson, a video can explain the value of the product way better than that messenger could.

Common Questions Regarding Cost and Pricing Videos

1. Wouldn’t “How much does it cost?” just go into the 80 percent video? You can certainly address how much something costs in an 80 percent video, but we’ve found that, because understanding cost is such a pivotal part of the buying process, ...