You hear it all the time – if your price is higher than your competition you’re told to “build
value.” You’re instructed to stress the quality, the warranty, the features, etc. But your
prospects have heard all that before, haven’t they? Want a better way?
Let’s face it – prospects will often buy from people they like, know or trust. Your
enthusiasm for your product or service is also a big factor in getting your prospects to
place an order with you as well. Knowing this, I’ve often used the following script to not
only build value in my product or service, but also to build value in myself. Here’s what to
If your prospects says, “I can get cheaper,” or “Well the XYZ company has something
similar or for less money,” or anything like that, say:
“You know ___ I’m aware of all the other options for this (product or service) and quite
frankly if I thought any of them were better for my clients, I’d be working there and selling
“When I got into this industry I did my own research, and I looked for the best company
that not only offered the best (product or service) but also delivered the best customer
service and follow-up. I chose (your company) because they give my clients the best
overall value and the best experience and that means they continue to do business with
me and refer new business to me as well.
“If there was a better product or company for you to be doing business with I’d be there
and we’d be talking about that. But there isn’t.
“Bottom line – if you want the best overall value, results and experience with this (your
product or service) then do what I do did – choose (your company) – You’ll always be
glad you did. Now, do you want to start with the X size order or would the Y size order
be better?”
This technique builds value in the most important part of any sales transaction—you and
your belief in your product or service. Use it each time you get the price/competition
objection and watch your sales and confidence growth.