What do you say when you hear this…
Anyone who has ever pitched a prospective customer has heard something like this before. Right?
Here is something that I think people say when they hear this other bid objection: “Yeah, well we may be more a little expensive, but we are also better. You get what you pay for.”
I personally have said that to a customer before. Salespeople have said it to me, too. It’s not a great reply.
The customer hears this response and thinks: “Of course you’d say that you’re better than the other guys.”
Everybody says they’re a better choice than their competitors.
And “you get what you pay for.” What does that really mean to a customer? Pay more and get a better roof? I guess that makes sense. But would it convince a customer? Maybe — maybe not.
Saying “I’m better” and “you get what you pay for” is vague at best.
Here is something I use to get the client off the apples to apples issue and on to how the roof goes on. This is cool — try it out yourself:
Prospect: “But I have bids from other companies that are lower.”
You: “Okay. It’s good to get a range of options — I’d do the same thing. But I just want to clarify what we’re comparing here.”
“Let’s say you are shopping for a Honda. You search out three dealers and you find one that is $2000 cheaper. Same specs across the three dealers. Even if the show room and the service was way below par, I could see going with the lower price. This is truly an apples to apples comparison.”
“Now lets say you selected the Honda you were interested in and it showed up in your driveway – Disassembled. Now you need to find someone to put it all together.”
“You get your three bids. Are you gonna take into consideration whether the guy your dealing with is a certified technician with Honda?
“Do you want a repair shop that is licensed, bonded and insured against any possible mishap? Or would you rather go cheaper and take your chances?”
You get the idea here.
With this response, you’re not just saying something generic and expected. You’re not being vague.
You’re comparing yourself to the cheaper bids using your qualifications and you experience. You are better — and you have a way of saying it.
You’re giving the prospect reasons to hire you. And you’re giving the prospect a way to explain to their spouse why they’re choosing you.
So use this idea, please!
What do you think about this? We’d like to hear from you. If there’s any advice you can shed on this type of situation, please share below.