I was working with a telephone sales rep today who presented a classified ad to one of her clients. The customer wanted to cut back on the cost of the ad and suggested removing the "attention getter" logo and deleting some of the copy. The rep asked this penny pinching client a great question "Mr. Customer, is your goal to pay as little as possible for an ad or is it to sell your item as quickly as possible?" This is a bit bold but it did the job. What she did was take the focus off the price of the ad and put it back on the reason the customer needed the ad. She cost justified the enhancements to the ad by reminding the customer how these features would help them achieve their goal.
Keep Smiling, Keep Selling!
Thanks Jim Busch
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