The Top 5 Things Your Customers Care About More Than Price

It’s a pretty cold take, but someone needs to say it: it doesn’t matter how great your “Limited Time, Apply Within Seconds, Grand Slam Offer of the Year” is if that’s all you can bring to the table. 

Yeah sure, your client can afford your product or service, but so what? I can afford 20 Oreo Blizzards from Dairy Queen, but does that mean I’m going to buy them on a Thursday afternoon?

…actually, don’t answer that.

A low price tag can be a convenient reason for your client to sign on with your company, but it’s far from the most important. So if you’re looking for ways to drive home your sales, put price aside and make sure you focus on these five things when you’re designing your next pitch.


5. Convenience

If you learned that Kellogg’s makes you jump through flaming hoops to nab a box of Cheez-Its, you’d probably spring for a pack of Goldfish instead. It’s no different with your deliverable. If your client has to dredge through a 100-page document just to get a quote on security software, you can bet all 100 pages are going in the shredder.

Make it easy for your clients to get what they need. Instead of shoving all 100 pages in their face, take away two zeros so they only have to sign a single page to get started. Once their signature’s in ink or stamped on a PDF, you can work out the finer details later. What’s important is that saying “yes” is the simplest decision they’ll ever make.


4. Customer Service

What can your clients expect when they have a question about your product? Are they comfortable sitting on a hold line for 20 minutes just to find out that the only problem with their toaster was that they neglected to plug it in? It all comes down to common sense.

Some products, like in-depth sales software, take a lot more time to hammer out the finer details. So it’ll be fine if the call takes a while. But something like a fax machine should wrap up around the five-minute mark. Make it ten if the question’s coming from an intern who doesn’t know what a fax machine is.

But the best part about customer service is that your client doesn’t have to be the one starting the conversation. Schedule a call with them from time to time to see how they’re enjoying their deliverable. See if they have any questions or concerns that you can answer right away. Form a connection that makes it easy for them to stick around. After all, you’re there to make their job less stressful.


3. Quality

This should really go without saying. There’s a reason that “cheap” is synonymous with “run down” and “stops working within the first two months of use.” 

People buy products when they know they can get their money’s worth. What’s the point of buying a $300,000 house if it buckles and breaks under the first rainstorm of the season?

Give your clients a reason to stick their neck out for your price tag. Is your product or service the most efficient in the industry? Do you have statistics to back up your deliverable’s worth? Does it have a cup-holder perchance

Putting these bonuses in your pitch goes a long way for your client. If they can’t find what you offer anywhere else, you’ll get that sale in no time. But if you talk a big game, just be ready to put your money where your mouth is. Or, if you’re allergic to cotton, a check should fit in there just fine.


2. Opportunity Cost

This is economics 101. But if you need a quick refresh, let me get out my projector. Opportunity cost is the amount of value your client gives up to buy your product. 

For example, imagine your product is a $3,000 year-long subscription to your top-of-the-line management software. What else could that company do with $3,000 over the course of a year? They could meet with consultants on strategies for boosting their sales, they could use those resources to hire new talent and get their team into gear. Maybe they can get a dog for the office to really boost morale and motivate their team.

If a $3,000 dog puts their hat in the ring, you’re obviously up against some steep competition. So how can you make your deliverable worthwhile, and more importantly, how can you give your client a return on their investment? Find a way to show them that they’d waste their money by spending it anywhere else.


1. Connection

There’s a reason that robots can never take over in-person sales. Clients don’t buy from automated voice messages or pop-up ads at the top of Google’s search results. Clients buy from people.

Ask them about their pain points, and jot down some notes. When you relate to their struggles and show them solutions instead of “benefits,” you’ll drive home a sale in no time.

And, please throw a joke or two into your pitch to liven things up. No one likes listening to an hour-long pitch about statistics and rates. If your client sees the pitch as more of a casual conversation between friends, they’re much more engaged and willing to listen. 

Pro tip: say their name as much as possible.


It’s not about price, it’s about value.

Dollar amounts don’t sell products. If they could, I’d be pretty scared about sentient money running around and taking my job. 

Clients look for what they can get out of a sale before they start writing a check. So center your talking points around what your product and your company can do for them before you even think about giving them pricing options