Sometimes when I’m in one of our sales offices, I hear a young salesman or an inside sales rep trying to sell brick to someone building their own home.
After hearing them butcher every attempt to baffle the prospect with bull****, I ease over and jump into the fray.
I ask the prospect what they’re looking for, hoping they’re looking for something different from what everybody else has.
That’s the one I enjoy the most.
I then go into High Price Expectation mode.
To make this long story short, I tell them about what they can expect to get from a particular series of brick and then tell a story or two about people who’ve come in looking to make their home stand out from the average brick house and what they did and what they paid.
After building up their expectations, I ask them what they’d expect to pay for brick that will make theirs a one-of-a-kind home.
Without giving them time to answer, I start high, not REALLY high, but kinda high and work down from there.
” Would you expect to pay $450/per thousand for that look ? ”
” In a larger city, you might and it wouldn’t be out of line, would it ? ”
They’ll nod their head in agreement.
” Would you expect to pay $400/per thousand for a one-of-a-kind look ? ”
Again, they’ll nod in agreement.
” Our competitors might charge that, but we don’t. ”
” Because ( always use a ‘because‘, it’s the most powerful word in selling ) we have 18 locations, we have tremendous buying power, so we’re able help you achieve that look for only $375/per thousand. ”
” Since you’ll have about 30,000 brick on your house, you’ll save over $2200 and still get a one-of-a-kind look. ”
” Would you like me to put these on hold for you right now ? ”
This’ll work for you and it won’t matter if you’re selling Jaguar’s or RV’s.
Prospects are going to compare prices, so you need to be in charge of the comparisons. If you’re the one that sets the parameters, you’re in the position of power.
If you can’t sell and you made the rules, find another line of work.
All they need is for you to give them some data that will allow them to justify their purchase. Suspend their disbelief for a second or two and they can buy and not feel bad about it.
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