per store? How many stores are experiencing this same problem? Then this problem is costing your business $XX dollars."   Now solve your prospects problem by keying in on the solution to their pain. "Ms. Smith, most of our customers experience back pain just like yours, some even worse. Most have found relief within 30 days or less using (product or service)."   Turn Price-Checkers Into Value-Seekers   One of the most common challenges to telephone marketing is how to handle price- checkers - people who call you up just to get a price. This is especially dangerous if they have not yet received enough information to determine value.   It leaves you to compete on price alone. This leaves you at a disadvantage unless you sell a bottom-end, cheap-as-dirt product. If you do, hopefully you have a cost advantage over your competitors.   Perhaps the most detrimental result of giving out your price over the phone is that you have just taken away the single most powerful motivation for people to come into your business and speak with you personally. Youve just set yourself up to be price-shopped.   1. Ask Probing Questions - The secret to handling price-checkers is to ask them open- ended probing questions. For instance,   Caller: "Hi, whats your price on the platinum pool?"   You: "Well, what type of pool are you looking for?" or "It depends, what types of features are you looking for?"   These responses lead you into "value discussions" that help you to build the value of your products or services in the mind of a prospect. Remember, if you cant build value then all you have to compete on is price, and this is rarely a winning proposition.   2. Use the Compare / Contrast Principle - Earlier I told you to quantify the pain your prospect is experiencing. If youve done this right, the dollar amount of the pain will be very large compared with the price of your product or service. In comparison, people will see the price of solving their problem as very low in contrast to what their problem is costing them.   Remember: If you feel the need to give out a price or estimate over the phone, do so only AFTER youve had a conversation about value using the compare / contrast principle.   Always Ask for An Appointment   A phone call without an appointment is like a website without visitors. Why work to make your phone ring if youre not going to try and get an appointment? You should ask for an appointment on most every call.