Value your product and get your price

By César Frazão*

Getting the price desired for your product without having to give huge discounts is the greatest challenge of the companies today. That´s why I prepared three hints that will help readers achieve the so “desired price”.

1. The losing fear – Explore the risks that the customer might have by buying a cheaper product or service. Statements like: “Would you like a cheaper product or a product that works well?” and “Think about your company without our product and losing”. Watch out, though, keep an ethical posture, never say anything bad about competition, refer to the product and not to the person or company. For instance, at the snackbar: “Sir, I don´t know how to explain why the sandwich next door is cheaper but I assure that mine is made with the highest quality and clean ingredients. It won´t harm your children as my own family eats here.”

2. The winning pleasure – Emphasize what he will win for his money. Factors like: benefits, status, ego, speed, facility, convenience, lasting time and warranty. At the toy store, for instance: “Sir, I know that this video game isn´t the cheapest one but your child will be very happy and will not forget about this day, because he will certainly be the only one on your street to have such model. Besides, this model has the best customer satisfaction rate. You can find the games for this model everywhere and if you want we can deliver all the games released.”

3. Incredible assistance – Few things influence and draw the customers´ attention as much as the good or bad assistance, leaving the price in the second place. The nicer, kinder, friendlier, the less important will be the price. Examples: filling the tank of a car in costs a few cents more, but the attendants are quick, give you attention and call you by your name; the tooth treatment is not the cheapest one in the neighborhood, but in the evening he calls you to know how your daughter is, if her tooth is painless; the car agency where the receptionist takes you to a waiting room to watch your favorite TV program in DVD, you can use the internet and read the weekly magazines.

Good sales and success!

(*) Majored in Human Resources Administration, César Frazão is expert in training strategies for competitive markets.