The Value of “It Depends”

We all want our business transactions to be as simple as possible. Ideally, we want a simple, defined product, and more importantly we want to know how much it costs. In fact, cost is frequently the most important consideration, so when we’re looking to do business we want to quickly find out how much of a hit our wallets are going to take.

It’s perfectly understandable, but unfortunately it isn’t always as easy as we would like. If we sell complex, multi-tiered products or services, the answer to a client’s question isn’t going to be: “well, it’ll cost ‘x’ dollars.” Instead it’s going to be “it depends.”

The reasons for “it depends” are probably obvious to you, the seller. Consider the example of a tax preparation service. A client comes in wanting to file their taxes and wants to know how much it will cost them. Since your office charges by the form, the final cost of your service is far from obvious. What is the client’s tax situation? Do they have a small business? What about home or business rentals? Do they have stock transactions? Do they need to file multiple years? The list goes on. The client may want a simple quick price quote and it may be very difficult to get them one.

“It depends” doesn’t have to be a barrier to a potential sale though. In fact, it’s an opportunity to have a more in-depth discussion with your new client. Consider the tax office situation again. Rather than simply completing the client request, filing their taxes and sending them out the door, you are asking questions. You’re learning about their financial situations, but you’re also getting to know them as people. What are their likes and dislikes? What are their hopes? What are they most concerned about? Where do they need help? Where are they likely to need help in the future? Equally important, what products or services do we have to help meet their needs today and in the future?

By answering “it depends”, we now know the client, where we didn’t before. They know us as well. If we’ve done our job properly, they now know there’s someone out there who not only has a product or service that meets their needs, but they have someone who’s willing to listen to their concerns. In the long run, that’s a lot more valuable than just a simple sale. That’s a returning customer. That’s someone who will tell their friends and family about us. And you can take that to the bank.

So don’t grimace the next time a customer comes in and asks “how much?” Instead use it as a precious opportunity to begin a conversation. “It depends” can be your best friend.