Now that I have your attention-it won’t work. Every time I have someone present to me the “we can save you money on…” pitch as part of their introductory conversation I cringe. Then, I look for the owner of the company because they really need my help. Yes, nearly everyone is looking to save money. That does not mean that by simply saving them money, they will give you the business. If you are the low cost producer and you can save people money, why isn’t everyone buying from you? It is because the purchasing decision involves much more than simply saving money or lowering costs.
Here is what happens when you pitch the “lower your cost” or “save you money” solution:
1. Your prospect hears cheap. Yes, they may be looking to save money. No, they are not looking to buy something cheap that will have an adverse effect on their business in some other way. When you tout cheap you bring risk into the sales formula and most business owners today are risk adverse.
2. You are diluting your value proposition. Your current customers are buying from you for a reason other than “low cost” or “cheap”. Instead of saying “we can save you money”, you need to be saying “we provide businesses with …” and define your value proposition. Businesses are very interested in solutions that add value.
3. You are making brash assumptions that are actually a turn off to your prospect. In today’s business environment people are looking to connect with individuals who have ideas, connections, or solutions for their business. They are not looking for pushy salespeople. When you pitch like a salesperson, they now think of you for what you sell not how you can be a great resource for them. Can you afford to pitch lots of prospects without building connections? I know I can’t. Find a story that defines your business acumen and your potential value proposition for their business other than price. You will build a better and stronger professional connection.
At all costs avoid the “save you money” pitch. It is tired, worn out, and very outdated. People are looking for resources and solutions to their real business issues. Simply saving money is important, though not tantamount. Put value into your sales conversation it is much more productive.