People do not buy for one of two reasons –
1) They do not really want it.
2) They can’t afford it.
If they do not want it, no price is a good price. You need to build their desire, belief in, and enthusiasm for it during the presentation.
Once they do want it, then you just need to make it affordable – give them a way to pay for it and get it now.
One of three reasons 3) They didn’t like the sales rep. People buy from people they know, like or trust. I have walked away from many purchases where the sales person was an a-hole or just seemed untrustworthy.
Interesting post, Larry.
I find more and more that being able to afford something makes it easier to decide if I want it or not.
When I would see something that I kind of wanted but couldn’t afford, I tended to ‘want it’ more because I couldn’t have it. That’s what makes financing and buying short term items on credit so devious – it’s that quick fix of getting now what you can’t afford now…
When you know you can afford it, it’s easier to decide whether you want it or not, because you know that – if you really do want it (or need it) – you have the means to obtain it.
I say no to, and walk away from, things all the time that I could afford, but just don’t want or need that badly…
Thanks for ANOTHER great post!