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The answer is the same reason you can get your prospects to pay more, and overcome objections to price.<\/p>\nThis past Saturday I paid $20 for a pedicab ride in mid-town Manhattan to go just 6 blocks.<\/p>\n
I could have taken a yellow cab for $6 or just walked the distance for free. So why would I pay so much to go such a short distance?The answer is the same reason you can get your prospects to pay more, and overcome objections to price.<\/p>\n
We\u2019d just left the theatre after a show in Times Square and while it was after 11pm we only had 6 cross-town blocks to walk to the train station, something I normally wouldn\u2019t have had second thoughts about.<\/p>\n
But normally my knee isn\u2019t still swollen from the ACL surgery I had a little more than a month ago. And after the train ride in, dinner out and an evening of being wedged into a theatre seat, my knee was starting to complain.<\/p>\n
Each step was an exercise in stubbornness and my wife and our friends kept asking me if I wanted to take a cab. But my mind was made up to hoof it, though with each step the swelling in my knee felt worse.<\/p>\n
For whatever reasons, most likely my own pride, I couldn\u2019t see getting in a yellow cab just to go a few blocks to Grand Central Train Station, but then when a pedicab came by, I was more than ready to take a seat. And yes it cost $20 to go just a few blocks\u2026and our friends who walked made it in the same time. But in my case, it was exactly what I wanted and I was more than happy to pay the price.<\/p>\n
Now I may be more stubborn than some, but everyone, no matter how \u201clogical\u201d they think they are, makes decisions the same way, based on their emotions.<\/p>\n
In this case the lowest cost alternative was to walk the distance \u2013 for free \u2013 but given my recent surgery, this wasn\u2019t the smart or pain free choice.<\/p>\n
Given my condition, taking a cab, would have only cost 6 bucks, but I\u2019ve never taken a yellow cab in the city for anything less than 25-40 blocks before (at least mile or two).<\/p>\n
But my current condition and my emotions dictated the decision, putting my wife and I in the pedicab \u2013 which is exactly how your prospects make their decisions too.<\/p>\n
The truth is:<\/p>\n
1.\tPeople always make decisions based on emotion, and then use logic to justify them.<\/p>\n
2.\tPrice is never the issue \u2013 value is based on the context of the decision.<\/p>\n
3.\tValue is in the eye of the beholder, but your marketing is what creates the context and the perception of value (or not).<\/p>\n
How does this apply to you and to your small business sales?<\/p>\n
Have you ever had a prospect tell you they couldn\u2019t afford your small business’ products or services or they were too expensive? That price was the problem?<\/p>\n
If you have, then a few simple changes to your marketing can make all the difference in the world to your small business sales<\/a>, tapping the emotional reasons people buy, clarifying the value from your prospects\u2019 perspective \u2013 and helping you sell a lot more of your products and services.<\/p>\n