1. Dell - Internal Use - Confidential
How To Pitch To Buyers Who Only Want To Talk About Price

2. Dell - Internal Use - Confidential
Today, buyers have three well-known behaviors:
They research your product and company on the web before talking
to you
In most cases, they already know how your products stack against the
competition
The only reason they want to talk to you is to verify a few features,
and then to grind on price

3. Dell - Internal Use - Confidential
Today, you have to show
the Buyer some respect

4. Dell - Internal Use - Confidential
Step 1. Describe The Problem your product solves
Step 2. Next you're going to describe the solution, but before you do, admit that other
companies solve the same problem. Tell the buyer that some of those other
companies are pretty good. That they have good and useable products.
Step 3. Then, briefly and clearly explain that, while those other companies have good
solutions, your company has a totally different approach. That your solutions are so
different from theirs, that a typical buyer will either like one or the other
Step 4. NOW, you've reframed the competition as merely "adequate," and you can
introduce your product in full. You have high status, differentiation and credibility. At
this point, the buyer is not just collecting facts from you and focusing on price, he's
paying attention

5. Dell - Internal Use - Confidential
Here's what you've accomplished with this pattern:
You aren't acting like the typical (and annoying) ABC sales-type
The buyer respects you as a credible expert
And he is paying attention to you and the advice you're giving

6. Dell - Internal Use - Confidential
Here's the pattern your need to use, summarized:
1. Introduce the Problem you solve, but hold off on the
Solution
2. Admit other companies have good products
3. Reframe those other companies as totally different and
merely adequate
4. Only then, Introduce your Solution with features & benefits