How to Sell a High-Priced Product: Customer Consultation and Discount Calculations

To sell a high-priced product, find out what the customer plans to use it for and how much they are prepared to spend on the entire purchase. Show the features they need, compare configurations, and state the total price, including necessary add-ons and services. Support every stated advantage with the manufacturer’s documentation or a demonstration under clear conditions.

Store owners should prepare sales staff for these conversations, set discount limits, and arrange post-purchase support. Approve a discount only after calculating the profit: even a small price reduction can significantly affect the amount the store retains.

Prepare the salesperson for the consultation

Start with the products that salespeople find hardest to explain. Create a short consultation card for each model. The person responsible for the product range gathers information from the manual, the manufacturer’s specifications, and the store’s current offer. The manager checks prices and service terms, and the salesperson uses the card during the conversation.

• Explain which tasks the product is suitable for and what its limitations are.
• Identify the features that distinguish it from other models in the store.
• Specify what is included and what the customer must buy separately.
• Describe the requirements for use, including dimensions, connections, compatibility, and care.
• Explain how to demonstrate the product’s main function.
• State the price of the product and available related services, and identify who provides those services.

If the customer asks about a feature that is not covered in the documentation, the salesperson checks with the responsible employee or supplier. Agree on who will respond to the customer and when. Assumptions about service life, savings, or compatibility must not be presented as facts in the offer.

Identify the customer’s needs and budget

Before recommending a model, ask how the customer plans to use it. Find out what they dislike about their current product, which features are essential, and what conditions might limit their choice.

Asking about the budget helps identify the available options. This approach is described in guidance on identifying needs and budget. A store can adapt it into a calm conversation about the total purchase.

In a hypothetical consultation, a salesperson might ask the following questions:

• “What tasks are you choosing this product for?”
• “What matters most to you when using it?”
• “Are there any dimensions or connections we need to take into account?”
• “What total amount are you considering, including the accessories you need and delivery?”
• “By what date do you need the product?”

After listening to the answers, briefly repeat the customer’s needs. For example, in a hypothetical consultation: “You need a laptop for working with documents and video calls, one that is easy to take with you. You want to stay within budget, including a bag.” The customer can correct any misunderstanding before the salesperson starts comparing models.

If the customer does not want to state a budget, show several available options with prices and explain the differences. If the required configuration is unavailable within the stated amount, say so directly and discuss which requirements the customer is willing to change.

Compare configurations using the features that matter

For a consultation, prepare two or three options and compare them using the same criteria. The number depends on the product range and the customer’s needs. Choose features that affect the customer’s intended use: capacity, dimensions, material, compatibility, controls, or what is included in the package.

Here is a template the salesperson can fill in with details for specific models:

Explain differences in terms of a specific use. If a more expensive model has an additional feature, show when the customer would use it. If the feature is not needed for their intended use, offer a suitable configuration without it. Price alone is not enough to determine a product’s quality or suitability.

Show how the customer can use the product

A demonstration lets the customer see the key features and assess whether the product meets their needs. This approach is described in guidance on product demonstrations. A store should prepare a safe demonstration of the main function in advance, following the manufacturer’s instructions.

Hypothetical example: a customer is choosing a suitcase for travel. The salesperson invites them to test the handle, open the compartments, inspect the fasteners, and see whether the suitcase is easy to move. If permitted baggage dimensions matter, compare them with the requirements of the specific carrier and the model’s actual dimensions.

Explain the conditions of the demonstration. For equipment, settings, load, and connected devices may matter. Describe the results of a brief demonstration within those limits. State battery life, service life, or savings only when supported by verified data, and specify the conditions to which the data apply.

For an online store, prepare photos showing the contents, dimensions, and important details, as well as a short video of the main function. Label the exact model so the customer knows which product is being shown.

State the total purchase price before payment

Explain in advance the price of the product, necessary add-ons, delivery, and selected services. The recommendation to disclose related costs early is part of transparent pricing practices. If the total depends on the address, dimensions, or scope of work, first gather the necessary information and agree on the calculation.

Hypothetical example: the product costs 20,000 Ukrainian hryvnias (UAH), the accessory the customer needs costs UAH 800, and agreed delivery costs UAH 400. The total is UAH 21,200. If the customer can do without the accessory or collect the product themselves, show how each choice changes the total.

Before payment, give the customer an offer listing the exact model, configuration, quantity, prices, and agreed services. For a product ordered on request, include the agreed timeframe for receiving it. If the store limits how long the offer is valid, state the specific period and explain how the customer can confirm that the terms are still current.

Find out why the customer thinks the purchase is expensive

First, check that you have understood the customer correctly. Rephrasing an objection gives the customer a chance to clarify their view; this technique is described in guidance on clarifying objections.

In a hypothetical consultation, a salesperson might respond as follows:

• “Does the total exceed your budget?”
• “Would you like to understand which features account for the additional cost?”
• “Have you seen another offer for this model? We can compare the configuration and the total price.”
• “Which feature would you like to check before deciding?”

Then answer the specific question. If the budget is limited, review the configuration. If the customer does not understand the differences between models, return to the comparison. If they are unsure about compatibility, check the documentation. If they need time, offer to save the written offer and agree on follow-up contact if they wish.

Explain how to get help after the purchase

Customers need a clear way to ask for help. Explain how they can contact the store staff when they need assistance. This approach is described in guidance on after-sales service. The store can organize this process according to its capacity.

The manager decides who handles inquiries, which issues the store resolves, and when a service partner is involved. The salesperson gives the customer contact details and business hours, and explains what to prepare for an inquiry: the model, the order number or purchase document number, a description of the issue, and photos if needed.

If the store offers setup, installation, or maintenance, explain the scope of work, price, provider, and agreed timeframe. After receiving the product, the customer should know where to find the instructions and whom to contact. Promise only the support the store or its partner can provide.

Calculate profit before offering a discount

Store owners should set discount limits and an approval process for exceptions. Salespeople need to know which discounts they can offer independently and when they must consult a manager. Pricing guidance recommends planning promotions and discount limits.

Consider a hypothetical example. The product price is UAH 20,000, and the unit cost is UAH 14,000. All amounts in this calculation are stated on the same basis, excluding value-added tax (VAT). Gross profit here means the difference between revenue from the product sale and its cost, before the store’s other expenses.

The discount is UAH 2,000, and gross profit per unit falls by one-third, from UAH 6,000 to UAH 4,000. Selling two units without a discount generates UAH 12,000 in gross profit. To reach the same amount with the discount, the store must sell three units, 50% more.

This calculation shows the number of sales required when unit cost stays the same. Actual demand must be assessed separately. To decide whether to run a promotion, add advertising, labor, card payment processing, delivery, and other costs covered by the store. Also calculate the cost of a gift or additional service if you offer one with the product.

Analyze the impact of the selling price on profit in Torgsoft

In Torgsoft, the “Analysis of the Impact of the Selling Price on Profit” report shows the profit generated by each product at a given price during the selected period. It takes returns and discounts into account, allowing you to compare the quantity sold at a higher price with the quantity sold at a discounted price. The use of the report is described in this article about price management in Torgsoft.

Before running the analysis, check that the product cost has been entered correctly. Compare the number of units sold and the profit at different prices in the report.

After a promotion, compare the number of sales and the profit amount, and account for related costs separately. When assessing the results, consider product availability, advertising, and seasonal demand, as these may also have changed during the periods selected. Based on this data, the owner can decide whether to repeat the offer and what discount limit to set.

Review salesperson performance and the offer’s results

Start with a specific product group. The manager prepares consultation cards, checks prices, and approves discount rules. Salespeople practice identifying needs, demonstrating products, and explaining the total price. The person responsible for service checks that customers receive clear contact details for support.

During the selected period, record reasons for declined purchases, questions salespeople could not answer, the number of completed purchases, returns, and profit. Then address specific shortcomings: add information to the product card, change the demonstration, clarify what is included, or review the discount. This gives the store data for its next decisions about the product range and sales terms.