Dell - Internal Use - Confidential

How To Pitch To Buyers Who Only Want To Talk About Price

Dell - Internal Use - Confidential

Today, buyers have three well-known behaviors:

They research your product and company on the web before talking to you

In most cases, they already know how your products stack against the competition

The only reason they want to talk to you is to verify a few features, and then to grind on price

Dell - Internal Use - Confidential

Today, you have to show the Buyer some respect

Dell - Internal Use - Confidential

Step 1. Describe The Problem your product solves

Step 2. Next you're going to describe the solution, but before you do, admit that other companies solve the same problem. Tell the buyer that some of those other companies are pretty good. That they have good and useable products.

Step 3. Then, briefly and clearly explain that, while those other companies have good solutions, your company has a totally different approach. That your solutions are so different from theirs, that a typical buyer will either like one or the other

Step 4. NOW, you've reframed the competition as merely "adequate," and you can introduce your product in full. You have high status, differentiation and credibility. At this point, the buyer is not just collecting facts from you and focusing on price, he's paying attention

Dell - Internal Use - Confidential

Here's what you've accomplished with this pattern:

You aren't acting like the typical (and annoying) ABC sales-type

The buyer respects you as a credible expert

And he is paying attention to you and the advice you're giving

Dell - Internal Use - Confidential

Here's the pattern your need to use, summarized:

1. Introduce the Problem you solve, but hold off on the Solution

2. Admit other companies have good products

3. Reframe those other companies as totally different and merely adequate

4. Only then, Introduce your Solution with features & benefits