5种回答定价问题的高效方法

You’re meeting with the buyer for the first time when they hit you with the dreaded price question.

有五个潜在的反应。

First, you could dodge the topic.许多销售培训计划建议卖方永远不会给出价格，直到建立价值为止。这种思想流派说，要完全忽略价格问题，直到您准备谈论“所需的投资”。而且，在大多数销售流程中，价格和谈判都在最后。但according to HubSpot Research，那不是买家想谈论价格的时候。

Second, you could give a clever response例如，“At this point, we should be able to work something out for under one million dollars,”or“Would you ask your new doctor to give you a price quote on surgery before the initial exam begins?”

Third, you could explain the delay.This seems to be the most common response. Rather than giving a price, sellers say something like,“There are many options, and I need to understand your needs before I can give you an accurate quote.”

第四，您可以根据平均交易规模或高价和低价提供范围。这种反应旨在帮助潜在客户而不定价。

Lastly, you could simply answer the question -- right away, in a straightforward, no-more-mystery way. You could give an actual price quote even though value hasn’t been established and despite the fact that the steps in your sales process haven’t been completed. This is what buyers are asking you to do.

为什么你不应该推迟对话

Buyers are becoming increasingly impatient and intolerant when it comes to price deflection tactics.

We worked with Santa Clara University to conduct aQualtrics Panel Study with 530 verified B2B buyers。这些买家将30个销售行为评为“高度好处”。排名第一？

“卖方充分回答了我的问题，并提供了相关，及时和有用的信息。”

买家不喜欢卖方摊位策略。当他们询问价格时，他们想要一个答案 - 一个实际的美元数字。

When price questions are not immediately answered, buyers get suspicious. They assume they will (eventually) be quoted an inflated price.

This suspicion makes them guarded. The more you withhold, the more they withhold. As you proceed with your needs analysis, you won’t get all the information you need to accurately quote price. They don’t want to equip you with information you can use to inflate the price.

除了适得其反，造成不信任并在买卖双方之间建立障碍之外，避开价格问题也效率低下。

您不会学到您是否正在处理比较购物者或真正负担不起解决方案的潜在客户。此外，大多数B2B购买中都有多个决策者。如果您在这次初次会议中与一个人交谈，那么您几乎不会刮擦需求和价值观的表面。您的初步评估充其量将使您能够提供初步的价格报价。那么，为什么不节省时间并在开始时提供初步报价呢？

如何以正确的方式谈论价格

Since most sellers delay responding to the price question, you’ll immediately differentiate yourself by giving the direct response the buyer is requesting.

这也表明您可以根据买方的需求调整了您的价格。互惠法将开始：由于您即将获得信息，因此买方也将是。您将获得更高质量的信息，并可以利用您所学的知识为该买家建立更多的价值。

要立即回答价格问题，同时还要建立价值，请尝试其中一种战略回应之一。使用直接，事实，自信的语气。

1. 价格 +问题：“初步价格为$ ____，其中包括______。除了价格以外，您还将用什么标准来做出最终决定？”
2. 价格 +好处："The preliminary price is $____ for the ____ option. What this means to you is that you’ll have _________. How important is this benefit to you?"
3. 价格 +个性化："The preliminary price is $____ for our _____ package. I’m thinking this is the right package for you because you _________. Let me ask you some additional questions to confirm that I’m on the right track."
4. Price + Urgency:"The preliminary price is $_______ and we can honor this special offer for 48 hours. I’m mentioning this because it sounds like price is important to you. What will the impact of this cost saving opportunity be on your decision-making process?"
5. Price + Budget Check:“初步价格为$ _____。告诉我，这在您的预算和您从其他人那里听到的价格方面的声音。”

Notice that price comes first in each of these options. The buyer asked for price, and you immediately responded with price. Then, rather than debating the price, you’ve steered the conversation back to something related to value.

Notice as well the lack of hesitation, deflection, or apologetic language. Your confidence in the way you state your prices is every bit as important as the price itself.

最后，注意“初步”一词。除非您的价格是绝对固定的，否则请使用此词来表示价格可能会有一定的动向。不要弥补数字或报价。使用“初步”不是通过真正的定价快速和松散的许可。

As you respond to the price question, keep this in mind: No one asks about price unless they are interested in purchasing. Consider price questions to be buying signals rather than potential objections. Your prospect is interested and has gotten to the stage in their own buying process where they need pricing information. Let that knowledge guide your responses and accelerate the close.