Turning Price Shoppers into Value Buyers in Rural Sales
Every rural salesperson knows this classic line: “I’m just after a price right now.”
It’s the verbal equivalent of hitting a brick wall. But here’s the thing: when someone leads with price, it’s not the whole story. It’s a defense mechanism—a way for prospects to protect themselves. Your job isn’t to push back or roll over. It’s to dig deeper.
Here’s how you turn that wall into a window of opportunity.
The Script to Handle Price Shoppers
When someone asks for a price upfront, try this:
“We can definitely discuss price—happy to do that. But before we do, could I quickly ask what specifically caught your eye when you reached out to us initially? What were you looking for most?”
Why does this work? Because it shifts the focus from price to motive. You’re showing interest in what’s driving their inquiry. And more importantly, you’re giving yourself the chance to understand their needs before jumping into a transactional conversation about numbers.
The Psychology Behind the Words
Let’s break it down.
- Using Visual Cues
Notice the words “eye” and “looking.” These are intentional. Research shows 85% of people process the world visually first, followed by auditory (hearing) and kinesthetic (feeling).
Think about your morning routine: what’s the first thing you dry after a shower? Your eyes (sight). Then your ears (hearing). Then your skin (touch).
Our brains are wired to prioritize vision—it’s a survival instinct from our cave-dwelling ancestors, scanning for threats like sabre-tooth tigers. By tapping into this visual language, you’re naturally connecting with how most people process the world.
- Addressing Cave-Man Brains
When prospects lead with price, their subconscious is in self-protection mode. Sales, to them, represents a potential threat. What are they protecting?
- Status (Am I making the right choice?)
- Survival (Will this cost me more than I gain?)
- Significance (Does this make me look competent and smart?)
Understanding these drivers lets you defuse the situation. You’re no longer a threat—you’re a guide helping them protect what matters.
Meeting Their Needs Before They Ask
Here’s how you can adapt your approach to meet their fundamental needs:
- Status:
“I know you’re a busy and productive person, so I’ll keep this brief.”
- Survival:
“I know you like to make informed and accurate decisions, so here are some options to consider.”
- Significance:
“I know you’ll have good reasons for asking that. Is there anything else that might concern you here?”
When you address their concerns upfront, you’re removing barriers to trust. And when they trust you, price becomes less of a sticking point.
Why Asking “What Caught Your Eye?” Works
The question “What specifically caught your eye?” does two powerful things:
- It shifts the conversation from price to value.
You’re asking them to tell you what they care about—what they’re hoping to gain or solve.
- It unearths their real buying motives.
Once they explain what caught their attention, you’ll know the why behind their inquiry. That’s the gold: their underlying needs, concerns, and priorities.
Asking this question not only gets them talking—it gives you the sales intelligence you need to move away from price and toward the value they’re looking for.
The Bonus Benefit of Fluency
Here’s a bonus: when you ask what caught their eye, they’ll tell you why.
That wasn’t meant to rhyme, but it works—because rhyme creates fluency, which makes your words more memorable. When they remember your question, they’ll remember you.
Turning Price Into Value
When you shift the focus from price to motive, you’re no longer stuck in a transactional race to the bottom. Instead, you’re uncovering what matters to them—and showing how you can meet that need.
Rural sales isn’t about quoting the lowest price. It’s about creating the most value. And that starts with asking the right questions, in the right way.
So next time you hear, “I’m just after a price…” you’ll know what to do. You’ve got the tools. Now go use them.
