When in selling situations with your prospects, avoid
the words, "price", "cost", "buy", and "purchase" like
the plague. Use, instead, "investment",
and "invest". "Cost" connotes an expense, which for
most people is a necessary evil (the cost of gasoline,
healthcare costs) that they'd rather avoid if they
could. However, when that same person "invests", he
does so with the expectation of getting something back
in return. And isn't that what your solution is going to
do for him (it had better!)? It may sound trivial, but
studies have shown that this does make a difference.
Relatedly, never state an investment figure without
having the associated benefit nearby. Otherwise, how
can the reader deduce anything but, "Gee, that's a lot
of money?" "Your investment in our system will be
$1,200, and what you get for that is benefits
1,2,3" is far better than, "Our system will cost you
$1,200," is it not? The latter sounds like a sack of
potatoes dropped at your feet. The former, a
vision of what can be. Which would be more
appealing to you?
Remember, you are selling value - a solution to
problem, the fulfillment of a need. Make sure your
prospects understand this - by explicitly telling them.
Then watch the sales roll in!
Get out your tape recorder (if you don't have one, buy
one - they're cheap). Record yourself giving your
presentation using the "old" words. Play it back, and
listen. Then record yourself using the "new" words, and
play that back. Then compare the two, and ask
yourself: which is more motivating to you as a listener,
as a buyer?
The answer should be obvious.