Imagine you have never done business with me before, and I approach you with an exotic sports car I have for sale. I tell you the car is ‘valued at’ $100,000, but I’m only asking $50,000.<\/p>\n
What are you thinking?<\/p>\n
Probably one or more of the following;<\/p>\n
1.)\u00a0 Who or what makes the car ‘valued at’ $100,000<\/p>\n
2.)\u00a0 Why are you knocking $50,000 off of the alleged value?<\/p>\n
3.)\u00a0 Is it stolen? Is it defective?<\/p>\n
4.)\u00a0 If you are ‘asking’ $50,000 less than the value, I’m sure you’re open to a lower offer.<\/p>\n
5.)\u00a0 If it sounds too good to be true, it is too good to be true.<\/p>\n
We often see radio presentations claiming a value that is so far greater than the ‘asking’ price, that the offer is not credible.<\/p>\n
Here is the thing; when you make a presentation, do you prove and validate the value you claim? \u00a0And, when you offer your campaign at a price lower than the alleged value, do you justify that discount?<\/p>\n
Or, do you just leave your prospect thinking;<\/p>\n
a.)\u00a0 You’re desperate<\/p>\n
b.)\u00a0 You have misled them and inflated the value<\/p>\n
c.)\u00a0 You have no confidence in your rate card or your value and you’ll do or say anything just to get an order.<\/p>\n