In conversations with customers, there’s one phrase merchants absolutely should never use: "No." Let’s imagine a scenario where a customer looks at a $200 item and says, “I only have $100—can you do it for $100?” If the merchant simply responds with “No,” the conversation gets stuck on the price. This makes the customer feel like the merchant is arrogant, prompting them to walk away without a second thought.
However, shifting the focus of the conversation from "price" to "value" can lead to a completely different outcome. Instead of fixating on the cost, the customer starts thinking about the inherent worth of the item. This leaves the customer with lingering regret if they don’t make the purchase, increasing the likelihood they’ll return to buy it later.
Begin the conversation by acknowledging and complimenting the customer’s interest in the item. This makes them feel like they’ve made a good choice, drawing them deeper into the discussion. Example: “You have excellent taste choosing this product—it’s especially popular among our customers.”
Go beyond just describing the item’s features or appearance. Explain the specific benefits the customer will gain from it, seamlessly weaving in the reason for the price. Example: “This product isn’t just visually stunning—it’s made with [specific feature or material] that ensures it lasts for years. You’ll get far more satisfaction from it than the price you invest.”
When a customer mentions budget constraints, don’t dismiss or argue with them. Instead, show understanding to build trust. Example: “I totally understand your concern about the budget. I’d feel the same way if I were in your shoes.”
Even if you can’t accept the customer’s proposed price, suggest other options or mention perks that could help them make a decision, keeping the conversation flowing. Example: “It might be challenging to find something with the same value for $100, but I can recommend other products that fit your budget.”
Emphasize the item’s limited availability or a time-sensitive opportunity to spark the customer’s desire to buy. Example: “This product is in short supply and could sell out soon. You might miss your chance if you take too long to decide.”