There is a common feature in professional sales training: closing a deal is not about convincing customers, but about using questions to let customers explain their reasons for purchase.

The core approach to solving this problem is to use the problem to bring the customer from the "current situation" to "problem consequences value after solution"; Because self discovery leads to stronger commitment, consequence issues create logical and emotional connections for customers, and benefit issues allow customers to see the value of the solution themselves.   

So when a store encounters' too expensive ', the first reaction is definitely not:

We're not expensive

We have good quality

Look at how high our configuration is

Other people's homes are more expensive

As soon as these words are spoken, sales become the debater, and customers instinctively defend themselves. The correct approach is to first acknowledge the customer's feelings, then break down "expensive" into problems, and finally let the customer calculate, compare, and draw their own conclusions.

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One sentence general principle

Don't prove that we're not expensive, ask customers why they think it's expensive; Don't talk about value for customers, let them speak for themselves about the value they want.

Customers who say 'too expensive' are usually not simply dissatisfied with the price, but rather one of these five situations:

Firstly, he did not understand the difference.

Secondly, he compared the ordinary door to the three proof door.

Thirdly, his budget is indeed limited.

Fourthly, he is afraid of making the wrong purchase, stepping on pitfalls, and facing difficulties in after-sales service.

Fifthly, he only habitually lowers prices.

Negating the customer's price, it is recommended not to immediately retaliate, but to wait for the customer to finish speaking, pause, ask questions, follow up, summarize and clarify; One typical question is: "What is expensive compared to

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Store Standard Action: Five Steps to Convincing Customers on Their Own

Step 1: Catch it first, don't argue

The customer said, "It's too expensive

Salespeople should not say, "It's not expensive

To say:

Sister, it's normal for you to say that. Doors are not bought every day, and everyone wants to be worth it. Let's not rush to order, let me clarify for you first. You said it's expensive, do you feel it's over budget, or is it more expensive compared to other doors

The purpose of this sentence is to pull customers out of their emotions.

He originally said 'too expensive', and as soon as you ask, he must start explaining:

I think there are still cheaper options online

I think someone else's house only has over 2000 yuan

My budget is not that high

I don't know if it's worth it

As long as customers start explaining, sales win half. Because the customer has transitioned from a 'rejection state' to a 'communication state'.

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Step 2: Clarify the meaning of 'expensive'

Continuing to ask:

What you said is expensive, is it compared to ordinary anti-theft doors, or to doors with the same foam filling, sound insulation, anti pry, and safety features

This sentence is crucial.

Because the "expensive" in customers' mouths often means comparing different things.

Just like buying a car, the price of a regular family car cannot be compared to luxury safety features; Buying a door is the same, we can't just look at 'it's all one door', we also need to see what problem it solves.

Don't rush to talk about the Faurecia configuration here, but first let the customer admit that the standards are different.

You can continue to ask:

If it can only be closed and locked, then there are indeed cheaper options. So, what are you mainly trying to solve this time when changing the door? Anti theft safety? Sound insulation? Cold insulation? Or do you want to make the entrance door more upscale

This step is called 'demand alignment'.

Once a customer expresses a demand, it is no longer a matter of price, but rather a question of whether the demand is worth solving.

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Step 3: Ask the customer to identify their pain points instead of you speaking for them

If the customer says, "Mainly sound insulation

Don't immediately say, 'We have good sound insulation.'

To ask:

What is the main source of noise that is bothering you at home now? Is it the sound of elevators, hallway conversations, door closures, or is it easy to get disturbed while resting at night

The sound in the hallway is too loud, you can hear it when someone comes back at night, "said the customer

Ask again:

Does this issue affect occasionally or does it affect every day

The customer said, "Basically every day

Ask again:

If the new door is only a few hundred yuan cheaper, but the noise problem is not solved, do you think the money is worth it

At this point, value is not something you say, it is something that customers themselves acknowledge.

This is the 'consequence problem': it's not just about asking customers what they want, but about making them aware of the impact that 'not solving this problem will continue to have'. The problem is divided into current situation, problem, impact consequence, and benefit value, among which "impact consequence problem" and "benefit problem" are designed to let customers see the severity of the problem and the value after solving it.  

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Step 4: Let customers calculate their own 'long-term accounts'

Doors are not fast-moving consumer goods, so we can't just count them as a few hundred yuan cheaper today.

You can ask this:

Sister, I have a real question for you. Doors are usually used for more than ten years. If a door is 500 yuan cheaper, but the sound insulation, cold and heat insulation, and sense of security are a bit poor, how much do you think this 500 yuan can save every day for more than ten years

Then pause and let the customer think for themselves.

Continuing to ask:

On the other hand, if you spend a little more and solve the problems of sound insulation, safety, and cold insulation at once, you can feel it every day when you come in and out. Do you think this money is expensive or worth it

Please note, always use 'you think' instead of 'I told you' at the end.

Because what we need is the customer's own judgment.

The Harvard Business Review's article on customer value also emphasizes that sales should focus on "total cost" and "actual value of the product," rather than just the purchase price.  

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Step 5: Give customers multiple choice questions without putting pressure on them

The customer said it's expensive and cannot force an order immediately.

To give multiple-choice questions:

So, we're not in a hurry to buy. I'll give you two options: one is to prioritize the budget and choose a more basic model; the other is to go all in one step and choose a more complete three proof door with sound insulation, anti pry, and anti cold insulation. Which one do you prefer

This sentence is very useful.

Because it's not asking 'buy or not', but 'which one to choose'.

If the customer says, "Then I still want to go all in one step

He has already convinced himself.

It's better not to postpone discussing the price issue until the end, but to clarify the budget and scope of the plan earlier; If the budget and plan do not match, we can discuss reduction plans together, solve them in stages, or switch to different levels instead of blindly lowering prices.  

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Words that can be directly memorized in Fasawei stores

Scenario 1: Customer says' too expensive '

Sister, it's normal for you to think it's expensive. Doors are not something we buy every day, and everyone wants to get it worth their money. We're not in a hurry to place an order, let me ask you first. If you say it's expensive, is it over budget or is it more expensive compared to other doors you've seen

After the customer answers, proceed with:

If we only look at the price, there must be cheaper ones in the market. But what is the main problem you want to solve when changing the door this time? Is it anti-theft and safety, sound insulation, cold insulation, or do you want to make the entrance door of your home look more upscale

After the customer expresses their needs, proceed with:

If it's cheaper, but the problem you care most about hasn't been solved, do you think the money is worth it

Finally received:

So we're not just comparing how much a door costs, but rather seeing if this door can solve the problem you care most about. Budget priority, I can provide you with basic funds, and once it's in place, I suggest you look at a three proof door. Which way do you prefer to choose

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Scenario 2: The customer says, 'Someone else's house only has over 2000 yuan.'

Yes, there are many doors on the market that cost over 2000 yuan. May I ask what the main configuration of the one you are looking at is? Is it a regular anti-theft door, or is it equipped with foam filling, sound insulation structure, and anti pry armor plate

If the customer cannot answer:

It's okay, most customers can't tell the difference at first. Although they look the same outside, the filling, thickness, sealing, and anti pry structure inside vary greatly. Are you most afraid of buying a door because it's expensive, or are you more afraid that the sound insulation, safety, cold insulation, and heat insulation may not meet your expectations after buying it back

This sentence will bring customers from "comparing prices" to "fearing regret".

Then continue:

If it's just for temporary use for a few years, it's no problem to choose a cheaper one; if it's for your own parents to stay for a period of more than ten years, do you think we should prioritize the price or whether this door can be used for a long time

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Scenario 3: The customer says, 'I'll go back and think about it.'

Don't say, "Today is the last day of the event

First ask:

Sure, the door should indeed be carefully considered. May I ask, are you mainly concerned about the price or the style, size, installation, and after-sales service

If the customer says, "It's just the price

Connect:

Understood. Let me ask you, if the price is reasonable, do you approve of the products and services on your end

If he says he approves:

So it's not a product issue now, it's a matter of how to match the budget. I'll give you two options, which one is more suitable: one is to choose the basic model according to the budget, and the other is to keep the sound insulation, anti pry, and anti cold insulation configurations that you care most about, while optimizing other areas as much as possible. Which one do you prefer to keep

Use questions to confirm if there are still real issues that have not been identified, rather than directly urging for transactions.  

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Key points of dealer training: Four questions must be practiced thoroughly

1. Comparison problem

Purpose: To make customers aware that 'expensive' is relative.

Script:

What do you mean by 'expensive' compared to 'expensive'

Is the one you are looking at a regular anti-theft door or a three proof door

If two doors look similar but have different configurations inside, how would you choose

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2. Pain point issues

Purpose: Allow customers to explain why they need to change doors.

Script:

Which problem do you most want to solve when changing doors this time

What is the most unsatisfactory aspect of this door for you now

Does this issue have a significant impact? Does it affect occasionally or frequently

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3. Consequence issues

Purpose: To make customers realize that buying cheap but not solving the problem will continue to cause discomfort.

Script:

If the sound in the hallway is still noticeable after changing the door, do you feel like it's been for nothing

If it's a few hundred yuan cheaper, but the sense of security, sound insulation, and cold and heat insulation are not achieved, do you think you will regret it later

This door has been in use for over a decade. Do you think the few hundred yuan saved at that time can offset the daily dissatisfaction that followed

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4. Income issue

Purpose: Allow customers to express their own "value".

Script:

If this door could solve your most important problem at once, do you think it would be helpful for your family's life

If sound insulation, safety, and cold insulation are all more reassuring, do you think spending a little more is expensive or worth it

If you were asked to make a new choice, would you choose a cheaper option but make do with it, or would you choose once and have fewer regrets

This approach is similar to the motivational interviewing method of "inspiring language change": it is not about directly persuading the other party, but through open-ended questions, retelling, and summarizing, allowing the other party to speak out their reasons; The information clearly states that the real driving force for change is the other party's own reasons, not the salesperson's or consultant's reasons.  

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The most suitable set of transaction script templates for Fasavi

Distributors can memorize this structure:

Agree with one sentence+ask one question+compare one sentence+pain point one sentence+consequence one sentence+choose one sentence.

Complete demonstration:

Sister, it's normal for you to think it's expensive, so you must be cautious when buying a door. Let me ask first. If you say it's expensive, is it over budget, or is it more expensive compared to other doors? If it's just compared to ordinary anti-theft doors, there are indeed cheaper ones on the market. But what you want to solve the most when changing the door this time is safety, sound insulation, cold insulation, or the sense of grade of the entrance door? If it's cheaper, but your biggest concern hasn't been solved, do you think the money is worth it? So let's not rush to buy it today. I'll give you two options: prioritize the budget and choose the basic model, and choose the three proof door if you think it's in place. Which one do you prefer

The power of this rhetoric lies in:

The salesperson did not say 'we are not expensive'.

Sales did not forcefully prove that 'our quality is good'.

Sales are just asking questions.

Finally, the customer themselves said:

I still want to choose something better

The door will indeed take many years

Sound insulation and safety are still important

Then let's go all in one step

This is what allows customers to convince themselves.

A training slogan for dealers

Customers find it expensive, do not explain the price;

Customers hesitate, do not forcefully promote products;

Customers don't understand, don't come up for education.

First, clarify what he is comparing, then clarify what he is afraid of, and finally let him say for himself: this money should be spent.