Savoy Contract
Furniture has been a great partner to GET, LLC.
They were the first company we engaged as we set out on this adventure
that is a small business. To develop
further business, some words of wisdom from the Pennsylvania team that we
wanted to share with you relative to buyers-without whom we would not have
sales.
"There are all
kinds of buyers out there, but you can break them down into four types. Follow
this simple system to turn price objections into opportunities to close.
The Expert knows the
price of everything - and the value of nothing.
First, have the customer reiterate what he wants most from his
furniture. Then, add each feature step-by-step, matching it with the value it
creates for your customer:
- Construction - reduce maintenance costs
- Style - attracted to a unique look.
- Warranty - no worries, we'll take care of it - fast!
- Service - use a personal approach
The Victim is afraid
he's paying too much for everything - and that his boss is going to find out. Take away features until he's either ready to
buy, or until he starts telling you to "add them back in". If he insists on comparing our value with the
competition, subtract what your customer isn't getting from the competition,
point-by-point:
- Materials - If we used lower grade materials we could lower the price.
- Construction - If we built it to only last 5 years we could lower the price.
- Delivery - If we extended our lead times we could lower the price. Our price includes the features your customer probably likes most about your product.
The Flea Market Buyer believes that everything
is negotiable and value is established only after he gets a better price. Multiply the value of what you're selling by
the intangibles:
- Reputation - is everything. We stand behind our products and our customers attest to that.
- Our Experience - years of insight is engineered into our products.
- Quality - Many of our customers experience up to an 80% reduction in furniture maintenance costs when they install our product. Bargain hunters will recognize value, if you make them face the facts.
Mr. Apples and
Oranges is always comparing prices between products which have no basis for
comparison. This customer breaks down
benefits into smaller units, dividing by time periods.
Bottom line? The incremental cost
can be translated into real value and is easier for the customer to relate to.
For more on how GET,
LLC through our friends at Savoy Contract Furniture and teaming partner
American Hotel Register can assist you with your specific FF&E needs-
please check out our website at www.get-guam.com or give us a call at
671-483-0789 to discuss the best solution for your facility. All the solutions are Made in America!