As I mentioned last week, I downloaded an informational guide with information on overcoming sales objections from Resourceful Selling. This week is part two in the review of the Information.
First: Let’s look at things that can go wrong.
Sometimes the salesperson, if uncomfortable with the price, can transmit that feeling to the customer, perhaps not in words but by how the information is presented. It’s a must that the salesperson is comfortable with the price, If not, they may need more training in sales in general and in your products in particular.
Many winery tasting room sales people get into the business because they like wine, not because they like to sell. And as many owners also don’t like to sell (they prefer to create) there is not the emphasis on sales that there should be. Make sales and customer engagement high on the list of he experience you are looking for when interviewing potential sales people. Or if you are the salesperson, make sure you are applying for jobs for the right reasons and jobs that fit what you want to do with your life.
As a sales person, are you ready to defend (in a non-combative or judgmental way) the prices that are being asked for the product you sell? Do they think the wine is worth the price?
Price, like any other objection to the sale, is a problem-solving process. If the customer is not ready to pay the price the winery is selling it for, why not? Find out the reason and you can usually turn the customer around. Sell on the quality or the fact the customer can use this to impress their friends. You can also bring up the idea that if someone wants to pay a lesser price, s/he can always buy a case or half case and receive a special quantity price.
Remember that customers are looking for:
- What is in it for them – How they benefit from the purchase.
- It is benefits rather than features that make the sale (Buying is done through the emotional brain)
- What is the perceived value in relation to price.
- Value is in the mind of the purchaser rather than the product
- If, as a salesperson you believe that price may be an obstacle bring it up before the customer does: “You can always find less expensive wine, but nothing at this quality for the price.”
- Add value to every sale, even when the customer is not objecting. It will bring them back to see you again.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
