While reading the local paper last week, I ran across a great article on comparison shopping. The author detailed a scenario in which while shopping for a computer, the add-on’s they try to sell you, don’t seem to expensive because you are comparing them to the overall price of the computer purchase. We’ve all done this before, building a “super computer online” by getting that extra 8GB of RAM and every other option, then hitting delete, starting over or not buying at all because of the price.
I digress a bit to say that the author of this article happens to be the President of local “New Media” company. (they seem to be springing up all around now-a-days). They are the “cool” company that can produce nice websites, for 5 to 10 times above “market” prices.
So back to the story. The author closes by saying that in business, you always need a comparison to your proposal…not only that, but he says, and I quote, “Make sure your buyers are comparing you to more expensive options.” He goes on to say the “brain likes to compare” and contrast leads to easier decision making. While reading this, I remember saying to myself, who the heck do they bring in to “compare” with them….no one is higher priced!
And now you know my 2010 sales strategy 
