About a month and a half ago, I inquired about a resume search package from a very well known, widely used online job and resume service.
I decided not to use them. They were really high priced, in my opinion, and their pricing structure didn't make sense. I told the sales rep who handled my inquiry that I didn't think it was right for us, and that the pricing seemed a little high.
Since then, its been a never ending string of e-mails and phone calls. The latest came earlier today, when I got this e-mail from him:
Hope all is going well over there. I just wanted to email you and let you know about some discounts that I can offer you guys right now thru the 14th of June. The following prices could be offered for the local search:
1 month local search - $350
2 months local search - $294/month ($588 total)
3 months local search - $259.33/month ($778 total)
Let me know if this promotion is something that might catch your interest. Have a great day and I look forward to speaking to you.
Nice enough message. The problem, though, is that his pricing is now at a 20% discount over where it started. Translation: When I was a new buyer, he wasn't going to discount a thing. Now that I've cooled off, he's slashing prices.
That's not a good strategy, in my opinion. First, it looks desperate and cheapens what he is offering. Secondly, it ticks me off that he had the power to go with lower pricing but didn't.
What would get me to do business with them? I don't know.
Whenever I am approached with "rate" selling or "quote" selling I always know I am dealing with an amatuer salesperson.
For any salesperson reading this I would ask, "If you sell by price, why are you necessary?"
I think the number one skill a salesperson should learn is to translate the value of a product or service into the world of the prospect. Without value any price is too much. It really is a bit insane to even discuss price until the value is translated to the prospect. It just makes no sense.
After this translation takes place, the transfer can take place. The sale is only a means of transfer of value. The prospect will transfer his value, money, to your company only if what you have is more valuable to him.
Prices are numbers with value association links in the mind of the prospect. If your approach is to come out of the gate with a number without building any links, you LOSE!
Posted by: Sean Woodruff | June 9, 2006 9:16 AM | Permalink to Comment