Although the question may cause a negative reaction from the prospect, it can bring a positive result since it may stimulate the buyer to reveal hidden feelings which enable the sales person to retool the presentation.

 Under all circumstances the transaction must be tactful and not like the verbal exchange between the farmer and the salesman trying to sell him bicycle.  The farmer said “I’d rather have a cow.”  The salesman laughed derisively and replied “You would look silly riding around on a cow.”  The farmer retorted “I’d look even sillier trying to milk a bicycle.”

 In spite of terrors, real or imagined, ask the question and walk away with an order.

Most people resist buying right after a sales presentation.  They complain “It’s too high.”  The sales person may again review the features and benefits of the product of service or, better, offer one or two that were reserved for this situation.

When price comes up, the demeanor and reputation of the sales persons can help convince a reluctant buyer.  If, based on their experience in the competitive market, they sincerely believe that the price is competitive, they can often convince a doubting buyer.

Many prospects will raise spurious objections.  Perhaps they (1)  missed some of the presentation.  It is possible also that the sales person (2) neglected to cover a feature of particular importance to the buyer.  These two objections give an opportunity to repeat parts of the presentation.  Rather than citing the real reason for not buying, the prospect erects a (3) smokescreen of false reasons which may be too embarrassing toe reveal.  Future discreet probing may knock down this sales barrier.

The sales person may say “Ms Buyer, this copier paper will bring you favorable recognition from your bosses when they see the pleasing vivid contrast of the black toner on the bright white background.  (PRIDE)  Your bosses will remember that at the time of your performance review, and it may help you get promoted or receive an increase in salary. (PROFIT)

OR:  You will save money on postage when you use this copier paper.  The high opacity lets you print on both sides.  Instead of mailing a sales bulletin of four pages, you can issue one of only two pages since you utilize both sides of the sheet.  The result is postage of only .44 for one ounce instead of .61 (.44 + .17) for two ounces. (PROFIT)

With advance practice the sales person will find ways to convince the customer how the product or service offered will result in either convenience, comfort, pride, pleasure or comfort or all five.

Prepare for the presentation by listing what it is that identifies the product or service, and then memorize it so that it is  readily available as needed during the sales conversation.  As an example, take a familiar product of office or home:  copier paper.  Now list some of its attributes which include: 

1. High degree, 92 or 94, of brightness if the paper is white.
2. Stiffness which resists curling and thus jamming the copier.
3. Cleanliness or absence of residue from the pulping process.
4. High opacity which prevents printing on one side from appearing on the other and which cuts in half the number of pages needed in a booklet or mailing.  One 8-1/2 by 11 sheet can do “double” duty.