Offering a discounted (but less attractive) option Or the Comparison Close
Customers are always looking for a great deal. If you can’t go down further on the price, give them a less attractive alternative (but more affordable). For example, you can remove a great feature to reduce the rate. Chances are, they won’t want to commit to a buy without that benefit. So they’ll rethink balking on the price and decide to close on the original deal.
The Comparison Close is a sales closing technique that involves comparing your product or service to alternatives or competitors to highlight its unique advantages and value proposition. By demonstrating the superior features, benefits, or pricing of your offering, you aim to persuade the prospect that your solution is the best choice.
The Comparison Close leverages the principle of differentiation. By contrasting your product or service with alternatives, you provide a clear picture of its strengths and advantages. This technique helps the prospect understand why your offering is superior and why it provides better value compared to other options in the market.
Salesperson: "Our product offers faster processing speeds, a user-friendly interface, and comprehensive customer support. In comparison, our competitors' offerings lack these features and come with a higher price tag. With our solution, you'll receive the best value for your investment."
In this example, the salesperson highlights the unique features and benefits of their product while drawing attention to the weaknesses or limitations of competitor offerings. By emphasizing the faster processing speeds, user-friendly interface, and comprehensive customer support, the salesperson positions their product as the superior choice.
The prospect is presented with a clear comparison that showcases the added value and benefits of choosing the salesperson's product over the competitors'. The aim is to persuade the prospect that they will receive better performance, usability, and support, all at a more competitive price.
The Comparison Close allows you to differentiate your offering and address any concerns or objections the prospect may have based on their knowledge of alternative solutions. It helps to establish your product's unique selling points and position it favorably in the prospect's mind. However, it's important to present an accurate and fair comparison without resorting to disparaging or false claims about competitors.
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