Never have to DISCOUNT AGAIN!
This strategy can literally prevent you ever having to discount your product or service and have the customer feel over the moon with paying FULL price.
Naturally, I’d like to share with you where I came up with this idea, as having spoken about to 100’s of sales people and companies, it appears that we’ve all experienced this amazing phenomena.
This idea came from having to do grocery shopping the old fashioned way with my partner. I noticed, like many others, that whilst waiting for the cashier to scan our groceries we’d often guess as to how much the total would be.
On one occasion she guessed £110 and I went for £140 and both of us waited in anticipation while we bagged up what we had bought. Once finished the cashier looked up and uttered these amazing words; ‘That’ll be £120.00 please’
I noticed that my partner walked out feeling disappointed whilst I walked away feeling mildly chuffed. Not only that but I actually felt like I had just received a £20 discount because [This is the important part] I was EXPECTING to pay £140 and said when we were packing it in the car; ‘I thought it’ll be higher than that!’
How good would it be if you could create a situation where your prospects were saying; ‘Oh, I thought it would be more expensive than that’ and therefore eliminating themselves from negotiating on price.
Without going too far down the theory route this strategy is a perfect example of one of the 10 laws of persuasion. ‘The Law of Expectancy.’
Example:
Sales person: ‘The overall price is £1000.00 however, at this stage I haven’t included at this stage the add-on we spoke about earlier because I know it can increase the price quite dramatically. Would you like me to show you what the price would be with it included?’
[Key Point: If the original price was £1000.00 and you’ve implied the price will increase dramatically, what would you imagine the prospect is EXPECTING the
new amount to be? Most will think an increase of at least 30% to 50% if not more]
Note: If there was a genuine interest in the add-on then I have NEVER had a prospect say ‘no’ they wouldn’t want to know the price with it included.
Sales person: ‘Ok, with the add-on included the price increases to £1100.00’
Prospect: ‘Oh, I thought you were going to say something extortionate!’
Now, whether or not the prospect verbalises their response, they were expecting the price to be higher than what you delivered and so makes securing the sale immediately after this a very easy thing to do, all without discounting and the customer feeling like they’ve got a good deal.
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