Price Will Never Get In The Way Of A Sale Again If You Do This

How many times in this past week have you – as a consumer – fixated on the price of an item?

It could have the price of a box of cereal or a new car. Whatever it was, the price tag was the critical factor that determined whether you would buy something.

Everybody does it nearly every day.  If anything, blame it on the way items are advertised to us. 

You’ve likely faced this before with a few persnickety prospects. They saw the price of an item or service you offered and immediately decided they didn’t want it before learning about it.

If that’s how you presented the service, I don’t blame them for bailing on you. Here’s why:

You showed them the price before you showed them the value.

Instead, you should use this insurance marketing strategy thoroughly present a service’s value before introducing its price. And the service’s value must far exceed what it will cost them.

Here’s a real-life example of how you can implement this right away.

In getting to know a prospect, you ask them questions – what their financial struggles are, what their financial goals are, what they are willing to do to reach them, etc.

The purpose of these questions is, as we say, to find their pain. How much is that pain costing them – not just money, but time, energy, stress, sacrifice, etc.

Say for example you are helping a family with financial planning. If you are able to free up $500 a month, that’s $6,000 a year saved. After three years, that savings is $18,000. Ten years, $60,000.

You want prospects to think of your services as the antidote to their problems – a service that will save them (or earn them) so much money and time.

So when it comes time to break out your fee cost, to them the problem is more to the effect of, “Man, is this price too good to be true?”

Taking again from that example above, your fee costs are smaller than $6,000 a year. The more long-term ahead you look through the lens of your service, the bigger number of savings/earnings, which makes your service fee seem even smaller.

The critical first step to all this is finding their pain. Because if you don’t relate your services to their problem and give a value on that service, prospects aren’t always going to make the connection that they are getting a great deal.

If you leave either out of the equation people will either think that the service is too expensive and/or not understand how it can solve their problems.

That’s the difference showing a service’s price tag and showing its value. Always be thinking as if you were the prospect sitting across from you or on the other end of the phone.

With this insurance marketing strategy your job is to quantify in a dollar amount what their problems are costing them. Present them your service that will solve their problems and then quantify in a dollar amount the value of their problems being solved.

After that, your service fee will seem like change between their couch cushions!

Be valuable.

John  McCarthy
Managing Editor,

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Brian J. Kay, Executive Director, Leads4Insurance
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