Lead Stuck on Price
Overcoming "Stuck On Price" Syndrome
Let me present you with a different way of thinking about it.
Let's say you need to replace a toilet in your house and you don't have a plumber. You'd be calling plumbing companies ads in Yellow Pages and asking about their rates, or service call charges.
Let's say you got a bad tooth, you have no dental insurance and you just moved to a new town. You'd be calling a dentist's office in the book and asking what it'd cost to do a root canal.
In fact, isn't this pattern true about almost anything we as consumers buy?
When there're no other variables in the equation, no other intangibles to consider - a consumer will always focus on price and MOST OFTEN reduce his choice of a service provider to whomever offers a better price, because HE/SHE PERCEIVES the rest of the variables as equal.
Now apply this logic to buying and selling homes, where your prospective Buyer and Seller are consumers, and you're a service provider for them.
You could see, how easy it is for a Seller to call and stump you with a simple, yet difficult to answer question like:
"I know you're an investor, how much is your discount? I'm trying to figure out if it makes sense for me to sell to you."
Being a regular consumer, just like you and me when we shop for services - he's trying to reduce the choice of a provider to price negotiations (the "whomever's got a better price" route.)
You can never win in a game like that, when everything is reduced to price negotiations.
Let me guess. In general, you'd like to buy homes at the lowest price you can (way below market) and sell them at the highest price you can (above market), right?
As you see, that presents a major conflict with what Buyers and Sellers are trying to do, at least initially.
That's why you need to develop a pretty strong USP.
The purpose of your USP is to introduce several other variables and intangibles in your prospects' process of choosing a provider.
These are the things that'll make him stop in his tracks and say:
"Shoot, I don't know why I didn't think about this before. That's actually pretty important for my family."
Now you've taken his attention away from the prices, discounts, interest rates, etc. and made him think how he would have to deal with other issues at hand he didn't think of before. Now the price may not be as important as it was initially when it was the ONLY thing he was concerned about.
Then you show him that you have a solution.
Example: Click Here to take a look at the page where a problem is introduced (and then a few more) into Seller’s mind he might not otherwise have seriously considered.
It's not easy to come up with ideas on how to shift his thinking from the standard "stuck on price" mentality of a consumer.
Once you come up with some ideas on how to handle this task - put it into words and slap it on your website.
That's your USP and that's what'll make you different from other guys who're easily stumped with questions like "what's your discount?"
