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It is pretty normal in the field of dropshipping for you to encounter a customer who complains about your products being "too expensive". Usually, they say things like, "I've seen that product on XXX and it costs WAY less!" or "Why are your products so costly when you haven't even built up a name for yourself anyway?" Now, don't be offended, but these statements are true, regardless of the phrase "The customer is always right."
So when you encounter a rude one who asks questions like these, what should you do? Can you still win their hearts and convince them to make a purchase from your store?
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In this post, we are going to discuss what you should respond to a customer who is saying that they can find cheaper products elsewhere. But first, I want to tell you why customers want to make a purchase in the first place.
Why Customers Buy
Lewis Fogel, an authorized licensee of Sandler Training, which is a sales development training program located in Delray Beach, Florida, talked about 4 reasons why customers make a purchase:
- Pleasure in the present. Otherwise known as impulsive buying, this is a situation wherein a customer feels the urgent need to satisfy his or her cravings at the moment.
- Pleasure in the future. Investments fall under this category. Think of buying a house now and getting to enjoy the benefits of having one later in the future.
- Pain in the present. This is when a customer is experiencing a bit of difficulty or hardship at the moment and wishes to have a quick fix.
- Pain in the future. As with rainy day savings, this is when you decide to make a purchase now in case of future emergencies.
You can read about his full statement by clicking this link. But basically, what he is implying is that customers always have a reason to make a purchase; there are, however, things that hinder them from making that final decision, and this includes our topic of interest for today: price.
What Customers Think About Your Products
Think of high-end brands such as Rolls Royce and compare them to their competitors like Nissan. They are within the same niche, yet those who can afford the former choose to go with it instead of the latter and save more money, even if they have the same functionalities and potentially used the same materials. So why do a small percentage of the market still do this? The answer is hidden in plain sight: branding.
People trust huge brands because they are fully aware of the quality and excellent service they provide, as well as their years of experience in their own respective fields. But then as a startup (or someone who is still in the middle of creating a reputation for yourself) business, how can you compete with huge brands within your niche?
What You Should Do
So, the next time you encounter a customer complaining about your "pricey" products, here are some of the things that you can say as a response:
- "Our products are limited edition." If you have been following this blog for a while now, you've probably seen the post wherein I added a countdown timer to my product pages. This instills a sense of scarcity into the minds of your customers. This allows them to think, "I only have a few minutes left to buy this product; maybe I should act now?" Besides, if you say that your products are limited edition, customers are more likely to make a fuss about it, because they want to own something that's special and unique.
- "Our products are different." And what would make your product a cut above the rest? You can go bring it to new heights by highlighting its best features and what it can do for the potential buyer. Of course, this would mean stating the obvious, but remember that marketing is all about saying the right words -- the exact ones that your customer would love to hear from you.
- "We offer value." Your customers will not only be paying for the product itself; they will also pay for your services -- for providing the platform with which they are making a purchase from, your customer service should any problems arise, the security that you will be providing in case they key in their credit card (and other personal and sensitive) information, handling and delivery, and so on. Let them know that you do care for them and would want them to have the best browsing experience above all.
- "These stores only sell wholesale." There is a good chance that the product your customer found elsewhere is being sold as a bundle. This means that they have to purchase more units to make up for the price difference between that of the other seller and yours. So you can say that you already went through the trouble of purchasing a lot just so you can hand it to them individually.
- "We have trustworthy suppliers." They've probably seen a product similar to yours on websites such as eBay or Amazon. But the question is, are those sellers as reliable as the ones you are having transactions with? Let your customers know that your suppliers only sell products that are of the best quality. After all, you are trying to build up your brand, so it would not make sense for you to put your credibility on the line just to make a quick buck.
Let's Wrap It Up!
We sometimes put a tag on our products that is a little above other people's budgets, and it is perfectly normal for them to react in a negative manner towards this, especially when they see a similar product being sold at a much more affordable price. However, you can not simply lower your standards just because someone is unable to afford what you are offering. Sure, you can provide discounts and bundle deals, but if you lower them any further, then that would mean no profit for you, and therefore no rewards for all your efforts.
So what should you do when a customer complains about your products being too expensive? Listen to their needs and react calmly; explain why you offer your products at the specified costs and what defines you from the rest of your competitors. Eventually (and trust me on this), they would understand your point of view and learn to trust your services. Maybe they would even come back as repeat buyers because of your friendly approach!
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If you have any more questions about product researching, how to approach customer inquiries, dropshipping in Australia or anything regarding this video, feel free to personally contact me via the Contact Form HERE. You can also leave your comments and feedback below, and our team over at WagePirate will definitely get back to you with a response. For more reviews, news and updates, do not forget to subscribe to my YouTube channel!