Why You Should Tell Customers 'You Need to Decide'

Years ago, I decided I “needed” a new car. I had my heart set on a Mercedes SL. There was nothing wrong with my BMW but I “deserved” these new wheels. My numbers had done nothing but grow and I needed to look the part. I deserved this car.

Being the shrewd sales dude I am, I decided to finesse the salesman. He was, after all, a car salesman. I was, on the other hand, Bill Gillespie. He would never know what hit him and would jump at the chance to put me into my new coupe.

“Talk to me about cost,” I said. “How does your SL compare to my 633 CSI? I expect a lot out of my automobiles.”

His response? “The first thing you need to do is decide whether you want a Mercedes. Until you do that, we don’t have a deal to discuss.”

I was outclassed. I wasn’t expecting a “call me when you’re ready” response. I was counting on a “this guy is the real deal because he drives a BMW” type attitude. It wasn’t his first rodeo but, apparently, it was mine.

I left in an embarrassed huff but came back the next day. I had decided that I wanted a Mercedes and made the deal. I paid what it cost and was happy to have it. Other than my awkward first encounter, my Benz experience was great.

This sales guy had it figured out. He wasn’t going to talk price with anyone comparing apples to oranges. Truthfully, he didn’t talk price at all. We talked about the car, how cool it was, how it was powered, service and how to put the top up and down. Later, he presented me with a contract to sign and told me how make out my check.

I learned a lot from this guy! I’ve used his “you need to decide” line many times selling print. It worked as well for me as it did for him.

You and your company are a unique solution. Your customer needs to decide if they want to work with you. You need to help them decide that they do.

Until they do, you don’t need to discuss price. If you do, you’re hoping your bid will do your selling for you. That can only cost you money!

My followers have heard me say it before. Print reps think about price more than their customers. We’re conditioned (by our fear) to capitulate on price. Often, we start the process in our estimator’s office before we’ve even seen our numbers. It’s an expensive mistake.

I had/have a great friend and former client. He was never able to design within the client’s budget. He started every project by collecting estimates from the bottom rung of the printing industry. Then he would call me.

When I submitted my numbers he would say, “so and so will do it for this.” I learned to ask why he didn’t go ahead and give them the work. He would explain that he had more confidence in me and my company.

Confidence = Higher Value (price). I would tell him that confidence costs money and he would pay. We went through this exercise for years until he learned to skip the wasted steps.

What you want to do is solve the client’s problem. Show them, with your service and your solution, that you’re the best choice for their investment. Make your company irresistible. Help them decide they want you! Do that and your price will merely be the cost for the solution they’ve decided is best. You won’t be bidding.

You can get beyond the Bid Collector. Don’t stop selling until you do.

Here’s a status check for you. Client relationships, once they start, evolve through three stages.

Stage 1: Allowed to bid. If you happen to be low you could win some work.

Stage 2: Allowed to match best price. They like you but won’t pay extra to have you.

Stage 3: Allowed to set the price. The work is yours unless you give them a reason to choose someone else.

You can tell where you are in the process by how the client manages your prices. If you’re still bidding you have more selling to do. Unfortunately, lots of reps stop and think they’ve made the sale at stages 1 or 2. They’re vulnerable to the stage 3 guys. Stage 3 guys are the ones that present contracts and stun stage 2 and stage 1 guys by taking work off of the table.

Start by getting in touch with your value. Be confident. Make it your business to be the best solution. Your employer is an instrument you play on behalf of your clients. The printing plant doesn’t make the music. You do. Make them choose you!