Tips for controlling prices through quotes

In business negotiations, many people are accustomed to using the price reduction strategy to get the user's orders. For this approach, specific analysis should be conducted under different conditions. Because not all customers do not accept high-priced products, nor are all low-priced customers welcome. In business negotiations with customers, the salesman must accurately grasp the product's quoting skills, and strive to reach a deal without pressing prices.

First of all, we should be clear about the question: What is the real price manipulation? the answer is--

Customer's subjective color is in the manipulation of price

Although the price of a product depends on certain values, supply and demand, and policies, the concept of “expensive” and “cheap” prices in the minds of users is often affected by the intensity of demand from buyers. The influence of level, purchasing power, and psychological factors has a strong subjective tone. At least under the following conditions, the user is insensitive to the price of the product.

1. When the user urgently needs it, he will not pay special attention to the price. If the product he sells is exactly what the customer urgently needs, he may not care about the price but the delivery date.

2, the more advanced the product, the less impact the price has on the transaction. When the company sells high-end durable goods, high-grade handicrafts, or products that can meet a user's special needs or mainly meet high-level needs, the price issue becomes insignificant. For products that are custom-made for the user, the price is generally very good for the seller.

3. When buying a product as an investment, the buyer will not be too sensitive to the price. Although the price of gold jewelry is expensive, there are many people who buy it because buying gold jewelry is an investment. Therefore, users think that the purchase of a certain commodity is an investment, or the value of a certain commodity will remain unchanged even after use, and it will even increase in value. They will not be too sensitive to the price of such a product.

4. The smaller the proportion of the products sold in the products purchased by the customers, the fewer factors the customer considers for the price. The price of a product is relatively expensive and cheap, and often depends on the proportion of its price to the user's income. For example, a color TV set worth 3,000 yuan is not expensive at present for self-employed households with higher incomes. For the average salary class, it is expensive. Similarly, if you sell a product that is a raw material or semi-finished product that your customers need, you need to study the proportion of the price of the product purchased by the company. The smaller the ratio, the more insignificant the price of the product.

5, dealers consider more profit, and care about the price of the product. For product distributors, they mainly consider the degree of profit, and they are relatively less concerned about the price of the product. This is because: the products with low prices are profitable, and they are interested in products with low prices, and vice versa. . Therefore, business operators do not care about the level of price, but first consider how much profit they make.

6, a friendly attitude can affect the customer's perception of price. In the process of product sales, if the distributors have a good attitude towards the customers, such as enthusiastic reception, detailed introduction, assistance in purchasing, and free shipping, he would rather pay more for the expenses. They will treat any kind of service item of the dealer as a form of price reduction.

It can be seen that, in the above cases, the user's judgment on whether the product's price is expensive or cheap has strong subjectivity. At the same time, the salesperson's efforts may completely change the user's opinion and reach a transaction.

Quoting skills during negotiation

In the negotiations, if the same product price and distribution personnel can adopt a certain strategy, they can negotiate due to the stalemate on the price issue, turn from danger to danger, or can change the user who orders because of higher price, and they become happy to accept it. A deal is reached at this price.

1. Slicing quotes. One kilogram of American ginseng amounted to more than 8,000 yuan, but sales personnel said that it was 0.80 yuan per gram. In the United Kingdom, when you ask the salesperson for good coffee prices, the salesperson will tell you that "50 pence can buy a quarter pound" instead of saying "two pounds per pound of coffee." You see, the two-pound “slicing” has become a small unit price, which can give people a feeling of cheapness. Even if it cannot be guaranteed, he will never turn around.

2. Compare quotes. This method of quoting can be carried out in two ways: on the one hand, the comparison of the product of the enterprise with another product of high price, in contrast, it appears that the price of its own product is cheap; on the other hand, the price of the product can be Compare with consumer's daily expenses. For example: When a salesman sells a pen, he often says to the man: "This pen is a little expensive, but it is only equivalent to two packs of Hongtashan. A pen can be used for four or five years, but two packs of cigarettes can only be drawn two. You can buy an exquisite pen with less than two packs of cigarettes, and you have a demeanor when you use it. It's worthwhile! You said it is not?” After a comparison like this, one complimented, some people would also like to buy one. Branches.

3. Subdivide the quotation. The key to using this method is to combine the price with the life cycle of the product, and to calculate the cost per unit of time and its corresponding expenditure, so as to show that the price of the product is not expensive. For example, a man fancy an imported watch with a price of 2,400 yuan, but he is still arguing that the price is high and hesitant. At this point, the salesperson said to her: "This table is 2,400 yuan, but it can be used for 20 years. You think, it costs only 120 yuan a year. It costs only 10 yuan a month, and it costs only 0.33 yuan a day. What is it worth? Moreover, it can add luster to you every day in 7300 days.” The operator took care of this, and the man immediately paid for the watch.

4. Counteract the offer. For high prices of products, salespeople can list their constituents first and then compare them with the price factors that they may offset. This high price also appears to be a low price. For example, a salesman quotes a device for 8,000 yuan, which the user considers too expensive. The salesman said: "The equipment costs a production of 6,200 yuan, with 500 yuan for spare parts, 300 yuan for a gold price increase, and 200 yuan for door-to-door transportation, so the profit is only 800 yuan, and the sales tax rate is only 10%. If the last three items are not counted, each price is only 7,000 yuan, which is even cheaper than other similar equipment." Therefore, the use of offset pricing will better demonstrate the price advantage of the company's products.

5. Negative offer. Dealers should pay attention to speaking skills when making quotations. For example, the price of the same product can be expressed in two ways: First, "the price is higher, but the quality of the product is very good." The other is that "the quality of the product is really strong, but the price is a bit higher". These two methods are basically the same in terms of words, but they have a totally different feeling for users. The first way is to focus on the quality of the product, so the price is expensive, and the user has a good impression of the quality of the product, thus strengthening the user’s desire to buy; on the contrary, the second way is to focus on the high price. The user creates a daunting feeling, which weakens the user's desire to buy.

In short, we do not necessarily rely on low prices in exchange for orders. As long as you can flexibly use quotation techniques, you can also use the best price to get more orders.