Designing Proposals That Enhance the Sense of Value for the Price

Tools to Use

• Price Strategy Analysis Assistant

Enhancing the "Sense of Value" for the Price

A common response in sales is, "I think the content is great, but it might be a bit too expensive..." Even though the product or service clearly has value, the price alone becomes a bottleneck, preventing contracts. Alternatively, you might be compared to competitors and turned down with, "The price was the deciding factor, so we're going with another company."

A frequent cause of this is that the "reason for the price" is not properly communicated to the prospect.

This article introduces how to use the AI tool "Price Strategy Assistant" to create proposal documents that don't simply make the price look cheap, but rather make prospects think, "This price makes sense for this content."

Specific Steps

1.Registering the Mission

First, register the "Mission," which serves as the fundamental information.

Please fill in details including your company's sales policy, strengths, and target audience.

2.Inputting Necessary Information into the Price Strategy Assistant and Outputting the Strategy

Fill in the following information in the input form of the "Price Strategy Assistant" to create your strategy.

3.Receiving Feedback Based on Customer Voices

The strength of the "Price Strategy Assistant" is not just evaluating the validity of the price; it is the ability to thoroughly explore a price that leads to contracts by gaining prospective customers' acceptance through dialogue with the AI.

Based on the analysis results obtained from the Price Strategy Assistant, you will use dialogue with the AI to refine the expression, structure, and wording to answer the question, "How should I communicate this to gain acceptance?"

"I've been told, 'The food was good, but overall, it felt a little expensive.'"

"There was a case where I presented a ¥2.39 million plan, and the prospect said, 'That's over budget, I need to rethink,' and a contract was not reached."

"I often got compared with 'There are others I'm looking at in the same price range,' and we lost many prospects who actually signed with a competitor."

4.Applying to Proposal Materials and Sales Talk

We consider how to communicate the "price range that is likely to be accepted" derived from the Price Strategy Assistant in actual sales situations.

By posing questions to the AI, we collaboratively design sales talk and proposal material phrasing that alleviates the prospect's anxiety and accurately conveys the value.

When creating proposal materials (e.g., brochures):

"Suggest descriptive text for the brochure that imparts a sense of value."

"What kind of diagrams or tables would be easy to understand for emphasizing service content and differences from competitors in the brochure?"

When designing sales talk (at receptions or business negotiations):

"Give me three examples of sales talk to propose without making it sound 'expensive.'"

"When explaining the price, how should I respond to common anxieties and questions to reassure the customer?"

When considering ad copy for flyers or social media (promotional material for customer attraction):

"Provide three catchy copy ideas that highlight this price as a strength."

"What methods are effective for showcasing the price to convey a sense of 'exclusivity' or 'great value'?"

Achievable Outcome Goals (Example)

By correctly communicating the content and value of the service, you will realize a proposal style where prospects feel, "This price is acceptable."

Sales talk and material phrasing that dispel the impression of "expensive" during the quote and improve the closing rate will be shared and reproducible within the company. Even in situations with frequent competitor comparisons, proposals that effectively convey value beyond just the price will be possible.

Target Metrics for the Six-Month Period Following the Initiative

KGI:

• Closing rate from bridal fair attendees: Monthly average of 40% or more

KPI:

• Response rate of "I was convinced" in the post-quote satisfaction evaluation survey: 70% or more
• Number of improvements to price appeal in sales talk and brochures: 5 times or more within 6 months
• Number of response patterns developed for anxiety factors related to competitor price comparison in quotes: 3 patterns or more