“By reviewing the total package of products and pricing it all out, I’m pretty sure that I’ll more than compensate for the boxed beef price differences.” ~ Todd Hauser
Martin Bros. DSR Todd Hauser, an AFDR DSR Hall of Famer, explains to DSR Dave how he moves a prospect from price shopping to taking money to the bank.
If you ask a prospect right off the bat if they are interested in making money or saving money, they might open up and take more interest in listening to what you have to offer.
We’re talking about calling on a new customer who basically asks you every week for prices on your boxed beef telling you that unless you can beat the price of his current supplier, he’s not interested in talking about anything else.
The good news is at least the prospect is talking to you and you have a chance of explaining other ways you might help them make money. There are many ways you can sell yourself that prove you are more valuable than just price.
Todd shares a great boxed beef costing scenario to determine how much higher he is than the other supplier, and if the prospect is truly just a price buyer, then Hauser says, “Well, if it’s all about price, then let’s talk about everything else you buy from that guy.”
Because we all know that if somebody’s continually less money on things like boxed beef every week, they must be making it up somewhere else. So, if we’re really talking about competing just on price, then you could ask, “How would you feel about sharing all your other stuff with me? Because maybe you’re paying $10 more a case for that one case of napkins.”
You must be armed. You must have ideas on things like how to increase appetizer sales and dessert sales. Maybe you can even share some non-food ways of saving money with things like garbage pickup charges, insurance, or accounting/tax costs. This approach helps show the prospect that you really are trying to help them make money.
According to Hauser, “By reviewing the total package of products and pricing it all out, I’m pretty sure that I’ll more than compensate for the boxed beef price differences.”
Be a Resource and SELL SOMETHING!!