From the course: Creating Powerful Sales Proposals

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Comparing using a price play

Comparing using a price play

From the course: Creating Powerful Sales Proposals

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Comparing using a price play

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- Now the third component is what I call price play. One way to do a price play is with a perpetual contrast. And what I mean by that is comparing something your product or service to something else that is a little different and more expensive. One of my mentors calls it comparing apples to oranges. Sure, you can eat both fruits, but they are different. So one of the things that we used to do in a business opportunity type of presentation or offer is we would compare or make the case to investing in something else. We would say something along the lines of, "Listen, if you go and buy a franchise, it's easily going to cost you 250,000, a quarter million dollars, because you're going to have to rent the real estate, you have to build out the store, pay the franchise fee, hire employees, et cetera." And then we'd remind them that a majority of these franchise owners only make $100,000 a year. So essentially, they're paying a…

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