Americans (and maybe some of our non-American friends) all know the familiar gameshow scene of the Price is Right: Bob Barker (or Drew Carey, if you prefer the new guy) inviting crazed contestants to guess the price of everything from oatmeal to cars to exotic trips to Fiji. And as the title says, the focal point is price, price, price.
Outside of the gameshow arena, consumers are arguably just as obsessed with price, and this attitude has become a pain point for many a sales representative. How does a sales rep keep the conversation away from price when that’s all that a customer is thinking about?
Teach them something else that’s right.
Let’s look at a case on truck driver engagement and retention to see how Marketing at Volvo was able to deal with this issue.
Initially, no matter what sales reps went in with…
“We have a better product! We have more features! We can address your needs!”
… the customer always brought the conversation back to price.
“Well… a truck is a truck, but hey maybe you can throw in some free chrome bumpers!”
Volvo convened a small group of mid- to upper-level directors in a workshop to brainstorm and develop a new message for the sales reps. MLC members, read more about the key elements to this workshop here.
They recognized an opportunity to improve driver management for their customers…
“Customers are underestimating how much unsatisfied drivers are costing them.”
… and crafted a pitch that teaches customers the value of Volvo solutions.
“Instead of telling them how our 2,092 square inch windshield will reduce the likelihood of an accident, let’s talk to them about the costs associated with driver turnover.”
Notice that instead of leading with the value of product features and focusing on known customer needs, the new approach leads with issue(s) costing customers money and telling them something they don’t already know about themselves.
And voila, you’ve shown your customers that the price is not the only thing that’s right when it comes to your business!
MLC members, read the full case study here.