Stop Saying: “I Can Save You Money.”

I don’t know about you, but as a young sales rep I was taught: “When you call them, just say you can save them money. Who wouldn’t want to save money?”

So, I used to do this. And I didn’t get very far. I figured it was just a numbers game, and I kept trying it. Over and over again.

Until the day I started my customer research. When I decided, after almost 15 years in sales, to go out and start my own business, I thought: I wonder what customers REALLY think? If I could get inside their heads, what would they say?

After a several year research project, I discovered that there was a reason the old advice about telling them you could save them money didn’t work. Customers hated it.

They told me that on the first call, if someone says they can save them money it’s a huge red flag because:

You have no idea how much money they’re spending, so how do you know you can save them money? They assume it’s just a line.
They’re probably the one who negotiated the deal, so you’re insulting them right off the bat.
EVERYONE says they can save money. It’s just white noise.

There are better ways to get their attention.  For one, just introduce yourself, plain and simple. Respect their time. And keep trying.

What has your experience been like? Let me know in the LinkedIn comments!

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