The Customer Said, "It's Expensive. Don't Worry."

Wholesalers have all heard this phrase: "The product is okay, but it's a bit expensive."

Panicking upon hearing this? Actually, there's no need to.

When a customer says it's expensive, it's a good sign.

The customer's willingness to mention "expensive" indicates that they have already taken an interest in your product. Those who really won't buy will simply ask for the price and leave without saying a word.

When a customer says it's expensive, it doesn't necessarily mean they truly think it's expensive.

Most of the time, it's one of these three situations:

Testing you. If you panic, they'll lower the price for the next purchase. They won't hesitate to do so.

Not understanding you. They haven't noticed the difference between the cheap and the expensive.

Being accustomed to bargaining. No matter what price they offer, they'll say "expensive" first.

Don't rush to explain. Calculate the price first.

When faced with "expensive," rushing to explain "our materials are good and we have certifications" will come across as promoting rather than selling.

First, catch their words:

"You're right, we're not the cheapest. What kind of road conditions do you usually encounter? How much do you haul?"

After he finishes answering, continue:

"In that situation, the cheaper ones need to be replaced after 30,000 kilometers. Our ones can last over 150,000 kilometers. Which one is more cost-effective when the price difference is spread over each kilometer?"

The customer isn't complaining about the price; they just haven't calculated the cost correctly.

BEWO's customers have also said it's expensive.

Later, they figured it out: BEWO is certified by ISO/TS 16949, and it doesn't shake during installation, runs smoothly, and doesn't require repairs. The time saved in after-sales service is more than the price difference.

Next time when a customer says "expensive," don't rush to lower the price. First ask: "What kind of road conditions do you mainly encounter?"

If he is still telling you that "the price is high", it means he hasn't left yet.