My first sales position involved me selling a hair loss product for men door to door. I would stop men in the elevator or at the mall and open with, “Excuse me sir, I noticed that you are thinning on top and I have a product that will help grow your hair back.” My boldness on a sensitive topic was effective. More often than not the prospective customer was quick to buy without caring about the price. Once the deal was done, quite honestly, I didn’t care to ever see the customer again. There were plenty of balding heads waiting for me. Many customer service and sales people fall into the same mindset. It’s about a quick sale or a short call versus a relationship. However, when it comes to selling an ongoing service the relationship can be as important as the price to the customer. But, starting a relationship with prospective customers can be awkward especially when they want to focus on price.
In order to better understand how you are doing when it comes to starting a relationship with prospective customers and how your team handles price objections you need to take a look at what prospective customers experience when they call you and your competition. The Tooty secret shopper program can help you gain valuable insight in order to change the approach your representatives are now taking. Would you be surprised if any of your representatives used the following responses to a customer who says, “I got a better price.”
• Can you tell me what you’re looking for in a price?
• We can match that.
• Okay- good-bye

Your team may be doing some nice things in their efforts to win a new customer. However, a great CSR or sales rep can ask great questions and add in personable comments, but still not be effective in winning the customer. Have you ever considered asking a prospective customer, “What do I need to do to earn your business?” It will elicit a response and start a conversation with the customer. It is part of building a relationship. Without knowing what the customer is looking for, you may lose your target and may offer things unnecessarily. When we ask all the right questions and don’t know what to offer in response the opportunity is lost. To use a line from Mr. Wonderful on Shark Tank, the prospect will say “You are dead to me!”
What can your organization do now to win the price shopping battle?1) Make sure every CSR and sales rep knows exactly what they are allowed to negotiate with prospective customers and new opportunities. CSRs work best with exact scripting versus a concept. Talking about margins and percentages is white noise so focus on exact offerings allowed in order of preference. (Tooty is happy to help you with this.)
2) Have your representatives document the responses they get from a customer when they ask, “What do I need to do to earn your business?” You will gain great insight into your market and the responses will allow you to craft a more effective negotiating strategy.
3) Role-play to work out the kinks and help your team gain confidence. Sales reps and CSRs need practice.

The very next phone call into your office may be from an existing or prospective customer who is price shopping. A small investment now in evaluating your current approach and then providing training will make a difference in the outcome of the call.