Long-time subscribers of my weekly newsletter may know that I used to be an avid runner, having completed a couple of marathons and several other running events. I am now getting back into the sport and need a new watch with a few specific features.
I ventured into one store and briefly explained what I was looking for. Much to my surprise, the first—and only question—the sales associate asked was, “How much do you want to spend?” Until that point, I hadn’t thought too much about my budget—I was more concerned with finding something to meet my specific needs. However, without thinking, I blurted out “As little as possible” and she immediately showed me a basic watch with the features I wanted.
After leaving the store, I couldn’t help but think that she short-changed the sale by focusing strictly on price. If she had asked me a couple of questions about my running regime, habits, goals and objectives, it is very possible that she could have recommended a more expensive watch. While I never recommend that you sell people goods and services that they don’t need or want, I believe it’s important not to under-sell either. Most people will spend more if they are given the opportunity.