Shari Levitin blog

3 Methods to Kill the Objection “It’s cheaper on the Internet.”

I’ve heard it a thousand times. Freaked-out salespeople claim that increased product options coupled with competition from the Internet are costing them #sales.

“They can buy it cheaper on the Internet,” they complain. My response?

“So what?”

Since when do you only shop for the cheapest option? Do you only eat at Burger King? Or will you pay a little extra for Kobe Beef and a fresh shrimp cocktail every now and again?

How?

#1 – Make a list of intangible benefits you can offer.

On the Internet, people often can’t get – and will pay extra for – a competent and caring human being who can solve their problem and help them through the buying process

• Tech support
• Babysitting services
• Restaurant recommendations
• Your expertise
• Great feeling during the sales experience
• Connection
• After-sale servicing
• Community: Ability to meet others who bought the same product or service

Consider This

Recently the use of travel agents has risen by 36%. Sure, you can look up the best photography trip in Iceland on the Internet, but sometimes it’s much better to talk to Magda, the travel agent, about the exact inlets, hotels, and roadways that she and her clients find most compelling.

#2 – Be a “helping brand.”

Today’s buyers need you to help them sort through a flood of product information and specifications. Ask yourself, “What would I want to know if I were buying my product? What things should I think about, worry about, and plan for?”

Help customers understand what to think about when purchasing a product like yours. Yes, I said like yours. Whether they buy from you or not, help buyers navigate the minefield in front of them.

Remember, products today are complicated. Your customer wants to know:

• How does this compare to similar products?
• Am I getting the best deal?
• What else should I be thinking about?
• Who’s going to help me navigate when I don’t understand something?
• Why should I use this company when so many out there seem to do the same thing?

The Internet rarely answers all those questions. You can.

#3 – Offer true connection.

I wish I had a dollar for every person who has over 5000 Facebook friends, but is still alone on a Friday night. While social media connection is at an all-time high, deep human connection between two people is at an all-time low. Social media companies have responded by creating groups and algorithms to help us connect with more people just like us—with the same hobbies, interests, and political affiliations. We fill our networks with so-called friends, but many of us remain unfulfilled.

The power of human connection in the sales process is well-documented and critical to our success. Take time to listen to your customer’s problems, dreams, and aspirations—whether they relate to your product offering or not. Building relationships doesn’t move you away from your life’s work—it helps you sell more and create a more meaningful life.

Your product may be cheaper elsewhere. But your service, advice, and friendship is priceless.

__________

This is an excerpt from my book,Heart and Sell: 10 Universal Truths Every Salesperson Needs to Know and you can order your copy here.

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