When Do You Tell The Price?

Let's imagine that you're selling a $600 vacuum cleaner on your retail floor. When do you mention the price? Do you tell the customer up front? Do you wait for them to ask? Do you wince a little when you say it, hoping the customer won't go into shock?

I ask the customer if there is a certain price range they have to stay in. I ask that as the last question as I'm qualifying. I want the other questions to condition them that they should expect to pay more than $100 for the right vacuum cleaner for them. If they tell me that under no circumstances can they spend more than $150, I know what to show them. If they are unsure, or give a price anywhere near the best machine for them, I'll go right to it. If they said " I really don't want to go more than $500" , I'll assume that meant $599.

I tell the price up front. Why? Because if the price is way more than they planned on spending, I want to know now instead of after I gave them a complete demonstration. If they display shock & wave their hand in defense, you know now to show a lower priced product.

The other advantage of telling the price up front is, the customer has time to absorb that you are asking them to spend a little more. They have a chance to compare the value of what they are getting with the price.
When I sold in the customer's home, the last several years, I always told the price up front. I even tended to ask how they would pay for it if they decided to buy. I reversed the decision process. Now the question wasn't so much " Are you going to buy?"  as much as " Will you qualify for this large a purchase" .

This is even more important than the price... how you say the price. I say it as if I were talking about the weather. It's just part of the conversation. If you hesitate in telling the price, the customer will automatically think that you think the price is too high. If you hesitate after saying the price, the customer will think you are doing something wrong. Your attitude when dealing with price should be; " Everyone buys this"  and " My problem isn't selling these, my problem is getting these to sell" . Trust me, the customer will see buying from you in a whole new light.


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