As we all know, prospects often directly “attack” the fairness of a caterer’s pricing – “You’re prices seem higher than other caterers.” Often these price objections are harsh and aggressive. Below are some simple scripts that just might help a salesperson “explain” their prices to the prospect.
“Yes, Ms. Weaver, we realize that we charge more than many caterers in town, but when we started ABC Catering, we quickly realized that we could charge less by giving less, as some other caterers have chosen to do. Or, we could charge a realistic and fair price that would allow us to maintain a catering business that offers only the finest quality in order not to embarrass our clients, their guests or ourselves. So, Ms. Weaver, I’m sure that you want only the best for your friends, don’t you?”
“When a caterer doesn’t have any track record, they usually offer lower prices, which results in lower levels of experience and quality that foster much more risk for the host.”
“Many customers think that all caterers are the same, just as the same model of a car is the same, no matter what dealer you buy it from. But you’re not buying a car when you buy catering. Let me explain: If you can decide on a particular car model that you want and then go to different car dealers and try to get the best price, that’s great; a Lexus is a Lexus. But when you call and get different prices from different caterers for the same menu, you are buying qualities that you can’t examine by “kicking the tires,” such as experience, track record, quality of suppliers, cleanliness, staff and the overall investment in the profession. Spending $500 less on a caterer could become one of your worst nightmares, like expecting to get a Lexus but ending up with a Camry.”
“We hear that from many people, and it’s an honest comment. But because we charge a little more, we are able to put a lot more into the order. So, I think the extra money is worth your peace of mind because you won’t have to worry about the success of the party. What do you think?”
“As you know, as with most things that you buy, you get what you pay for.”
“Since you brought up XYZ Catering, let me share with you some of the major and minor differences between the two of us …”
“Yes, XYZ is somewhat less expensive than we are …but look over this list of clients who have switched to us from XYZ because of what they discovered after they tried us just once.”
Discuss these scripts, make them better or discard them – but, please do something to prepare your response to high price objections.
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