Have you ever been put into the position of comparing two items during your demonstration to a customer only to end up selling nothing at all? Or as a customer, have you ever had a salesperson tell you that the item you're looking at is not good enough, and that the one over here is better? Any way you look at it, comparing items in your store is a trap that can cost you sales and commissions. There are a couple of things to consider before you handle a customer's request for a comparison. First, any time you put down any item in your store, what you're really saying is that the store carries things that aren't very good. Second, comparing items is subjective. In other words, you are expressing your opinion that another item is better or nicer or greater. Let's look at a simple example: you may think that a synthesizer with 32-note polyphony capabilities is much better than one with 16-note polyphony. But, is the 32-note polyphony synthesizer with full 16-channel operation really better when you consider the customer's sole interest in a synthesizer is just for fun rather than anything that requires advanced capabilities to produce complex, finished demos?

Another potential danger is comparing items based on their price. You certainly don't want to put down a $500 keyboard because you would rather sell them the $1000 keyboard, just to find out that the customer only has $500 to spend. Whether you're talking about the features of an item or its price, the rule in either case is never compare.

Sell Each Item on Its Own Merit

One way to avoid getting caught in the comparison trap is to focus on the value inherent in each item. You can accomplish this by selling each item on its own merit. For example, "Item A is good because . . ," and "Item B is good because . . ." As you explain, offer Feature-Advantage-Benefit-Grabbers (the features, advantages and benefits of the item followed by a question to gain the customer's agreement) to describe what you mean. For example, the feature of one keyboard might be that it has a built-in music recorder so you can save performances and play them for friends, while another's features may give it the true feel of a concert grand.

By pointing out the differences between each item and avoiding the trap of saying that one is better, you can guide your customers into making a decision based on the features and benefits of the item that will best suit their needs. Then, if your customer decides that their budget can only handle the lower-priced merchandise, there is no "lower quality" comparison or objection to overcome.

Many times customers will ask you why there is a difference in price between two similar items. In this case, simply explain that the features found in the more expensive item may cost more to produce. Differences in price can be explained by any number of reasons: variations in materials, workmanship, attention to detail, even brand names are all characteristics that have an impact on price.

Consider two master acoustic guitars that appear similar on the surface, but one costs twice as much the other. The higher-priced guitar might be crafted made from the finest woods as opposed to the other, which is crafted of simple rosewood. That doesn't make the less expensive guitar bad; it simply has different qualities. Think about the difference in price between a limousine and a family station wagon. If the station wagon was no good based on the price difference, everyone would be driving a limousine or riding the bus. Wouldn't you rather sell a station wagon than no car at all?

Here is a scenario where the salesperson is asked to make a comparison between two key synthesizers:

Customer: Which synthesizer is better?

Salesperson: Well, they both have outstanding features. One of the nice things about this programmable synthesizer is that you can program while you play by pushing sliders instead of going through layers of menus. That makes programming much easier, don't you think?

Customer: Yes, it would make it much simpler.

Salesperson: One of the nice things about this other synthesizer is the 32-note polyphony so you can play with 16 different presets at once. That's important when you want to add additional sounds, isn't it?

Customer: Yes, but why is this one so much more expensive?

Salesperson: Well, sometimes the features on a piece cost more to produce and that can have an impact on the price. In this case, I think it's the programming capabilities that are causing the major difference.

Customer: That sure is a nice feature, isn't it?

Notice how the salesperson resists being caught up in the customer's desire for comparison. When offered the viewpoint that similar products have different qualities, but are not better or worse, many customers will choose features and benefits over their concerns about price.

Asking Your Opinion

In many selling situations, your customer will ask you for your opinion. Let's say you've clearly pointed out the features and benefits of each item and your customer isn't giving you any indication of which one they want. I highly recommend that you then help them decide on the one you feel will most satisfy them, regardless of its price. However, don't recommend the higher-ticket item based solely on its price. If you recommend the more expensive item and your customer says no, you're no further ahead. Ultimately, you'll be much better off if you can make the sale without voicing your opinion.

Also, it is a wise salesperson who avoids criticizing rival companies or manufacturers. Discrediting competing merchandise always backfires because your negative tone creates a negative atmosphere for your customers; it makes you look bad and makes your customers feel uncomfortable.

Don't kill your customer's enthusiasm for any of your merchandise by making comparisons. Every product has special features that set it apart; it is up to you to learn the unique attributes of your merchandise and build on them. Remember the rule when it comes to making comparisons-never compare! After all, it's better to sell something instead of nothing!