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Close sales & charge premium prices
If you want to sell at premium prices you have to do premium work and personally believe that the quality of your work justifies your price. You will have trouble selling if you feel that your own price is too high. Photo courtesy of Through the Garden.

Close sales & charge premium prices
By Kip Northrup, President, Blue Thumb

“I want to think about it.”

Don’t you hate to hear those dreaded words? You go through your entire, 1-hour, amazing sales presentation. You nailed it! The prospect seemed to be in agreement, even excited about the landscape plan you presented. They had all the logical and emotional reasons to buy, but at the end of your pitch they said, “Sounds great. We need to think it over.” Rats!

Now what? Say something like a worn out sales technique? Agree and leave? Offer to call back in a few days? Meanwhile you’re disappointed, maybe even upset and about to make a bad choice. You’re mentally blaming the customer for their indecisiveness.

Let’s review why this occurs. Most salespeople never understand why the “think it over” situation occurs. It’s a direct result of 1 or more of these reasons:
  • The client doesn’t want to just say “no.”
  • You haven’t uncovered the real motive to buy.
  • There’s an unspoken fear or risk.
  • The client doesn’t have confidence in you or your company.
  • They don’t trust you.
  • They think your price is too high.
  • They can’t afford what you’re selling.

Those reasons are the real barrier. “We want to think about it” is a stall tactic, not an objection. However, many of these elements are discoverable way before you get to the end of your presentation. It’s all about prevention.

Ask yourself these questions to help prevent this from happening.
  • Did I offer something of value that favored the customer?
  • Did I ask enough questions to discover the reasons they want what I’m selling?
  • Did I establish rapport and friendly dialogue?
  • Was I able to create a perceived difference between me and my competition?

If you’re able to create a perceived difference in the mind of the buyer between your product and service and the others, then you have a chance. If the prospect likes you, believes you, has confidence in you and trusts you – there’s likely to be a sale.

Selling at premium prices
You’ve made the sale, but were you able to charge a premium price and make a healthy profit?

I know a contractor that is always discounting. When he submits his initial quote it already includes a discounted price knowing he will be less than his competition in hopes of getting the job. I’ve seen his work and it’s not that great. It’s definitely not beautiful.

Is the client to blame for choosing them based on price or is the contractor to blame for not taking more pride in their work? If you want to charge a premium price you have to provide a premium service.

I have 3 rules for you if you want to sell at premium prices.

  1. First is that your potential client has to totally, absolutely, without question believe you. And, that prospect has got to believe that you believe that you’re going to get your quoted price. They have to trust you in all things.


    Kip Northrup is the owner of Blue Thumb, a leading manufacturer of water feature equipment & supplies. He writes a blog for his customers focusing on everyday business challenges and marketing. Visit BlueThumbPonds.com.
  2. Second, you can’t feel that your own price is too high. Meaning, you have to believe that the beautiful work you are going to create for them is justified and provides real value beyond the amount they are paying. When you know you’re not providing beautiful work you will automatically feel the need to charge less.

  3. Lastly, you have to respect your customer. Don’t believe they are stupid. For example, “Who’d pay a quarter million dollars for a landscape plan? An idiot?” Bad answer. Someone who has a spare quarter mil lying around and doesn’t mind spending it on a beautiful landscape, that’s who! And, most people who have that kind of disposable money probably didn’t get it by being stupid.

Anyone who’s paying a premium price almost assuredly knows they’re paying a premium price. As a consequence, they have a different set of expectations because of that, and you must not frustrate those expectations.

If you’d like to hear my expanded podcast on this subject please download our Blue Thumb app at BlueThumbPonds.com/app.

Digital Edition
April/May 2024