By Alan Graner
I was at a home show recently and came to a booth selling add-ons for iPhones.
I’d lost my Bluetooth hands-free ear piece (damn poltergeist!) and was resigned to buying a new one. Hence my interest in the booth.
The salesman was good. Very good.
He was selling a little gizmo that connected my iPhone to my car’s radio for hands-free talking. Just $140.
I wasn’t impressed and told him I’d rather get a Bluetooth device for my ear.
He was undeterred.
“How much would a Bluetooth device cost,” he asked.
“If I reduced the price to $80, would you buy it?”
The first thing that came to mind was: if you can sell the device for as little as $80 when you originally quoted $140, how much does it really cost? Fifty bucks?
But the real reason I didn’t buy his device? It was a one-trick pony. It only worked in the car while a Bluetooth earpiece was portable. It worked everywhere. Furthermore, the Bluetooth device’s hands-free operation allowed me to interview companies on my phone for case studies while typing their responses.
He lowered his price again but it didn’t matter. What he didn’t understand was I wasn’t buying a low price. I was buying a portable hands-free device..
In other words, he wasn’t selling what I was buying.
It doesn’t matter how great a salesperson you are. If you don’t offer what I want when I want at the price I want, I won’t buy.
Agree to meet any of my buying requests and I might reconsider.
What do you think?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.