Handling the Price Shopper: Competing with Online Retailers
- Wireless Dealer Group
- 2 hours ago
- 4 min read
Every wireless dealer gets it: “I can get it cheaper online.” If you panic and discount, you train customers to shop you like Amazon. If you ignore it, you lose the sale. The goal is to compete with online phone sales by selling what online can’t: speed, setup, trust, and support—then using smart price-matching rules when it actually makes sense.
Here’s a practical system to handle price objections without racing to the bottom, plus scripts your team can use immediately.
Why Customers Say “It’s Cheaper Online” (What They Really Mean)
They want reassurance they’re not getting ripped off.
They want leverage to negotiate.
They want convenience but don’t want to overpay for it.
They’re comparing the wrong thing (used vs. new, different storage, no warranty, no setup).
Step 1: Don’t Defend—Diagnose the Price Objection
The fastest way to lose control is to argue. Instead, ask one calm question:
Script: “Totally fair—what price are you seeing, and is it new, unlocked, and the same storage?”
This does three things:
Slows the conversation down
Exposes apples-to-oranges comparisons
Shows you’re confident, not desperate
Step 2: Reframe the Comparison (Online Price vs. In-Store Value)
Online sellers compete on price and volume. You compete on outcomes. Your job is to make the customer compare the total experience, not just the sticker.
What your store provides that online doesn’t
Same-day setup: activation, SIM, number transfer, data transfer
Real support: a human who fixes issues after the sale
Trust: no scams, no “refurbished” surprises, no missing parts
Speed: walk out working today, not “wait 2–5 days”
Protection: proper accessories installed correctly
Script: “You can definitely find lower prices online sometimes. The difference here is you leave today fully set up and working—data transferred, everything tested, and you have a local place to come back to if anything acts up.”
Step 3: Build a “Value Stack” (So Price Feels Reasonable)
Price shoppers don’t need more talking—they need a clean list of what they’re getting.
Value Stack Script: “Here’s what we’re doing for you today: (1) activation and setup, (2) number + data transfer, (3) we test everything before you leave, and (4) you’ve got local support if you need help later. That’s why most customers choose in-store.”
Step 4: Offer Options (Not Discounts)
Instead of dropping price, give choices that keep margin:
Option A: Adjust the phone (good/better/best)
Script: “If you want to keep the cost down, we can go one step down and still get you a solid phone. Do you want best value or best performance?”
Option B: Adjust the payment (monthly vs. upfront)
Script: “Are you trying to lower what you pay today, or lower the monthly?”
Option C: Add a bundle that increases value
Script: “If we can’t move much on the phone price, I can make the deal better by bundling protection—case, screen protector, and fast charger—so you’re covered day one.”
For better accessory selection and margins, explore:
Step 5: Smart Price Matching (Rules That Protect Your Business)
Price matching can work—but only with rules. Otherwise, you’ll match yourself into zero profit.
Use a simple price-match policy
Match only identical items: same model, storage, condition, and warranty
Match only reputable sellers: no marketplace “random seller” listings
Match in-stock prices: must be available right now
Exclude clearance/used/auction: those aren’t comparable
Set a floor: never go below your minimum margin
Policy Script: “We can price match on identical items from reputable sellers when it’s in stock. If it’s the same model and condition, show me the listing and I’ll take a look.”
Step 6: Close the Sale with a “Today” Advantage
Price shoppers delay. Your close should highlight a real reason to buy now—without fake urgency.
Close #1: Convenience Close
Script: “If you want it done today, we can have you set up and out the door in about [time]. Want to start the transfer?”
Close #2: Peace-of-Mind Close
Script: “If anything goes wrong online, you’re dealing with returns and shipping. Here, you’ve got a local place to come back to. Want to handle it today and be done?”
Close #3: Alternative Choice Close
Script: “Do you want the 128GB or 256GB?”
Bonus: The 3 Price Objection Scenarios (And Exactly What to Say)
Scenario A: “Best Buy has it cheaper.”
You: “If it’s identical and in stock, we can look at matching it. The big difference is we’ll set it up today and you leave working. Want me to check the exact model and storage?”
Scenario B: “Amazon has it cheaper.”
You: “Amazon has a lot of third-party sellers—some are great, some aren’t. Is it sold by Amazon or a marketplace seller? And is it new/unlocked?”
Scenario C: “I saw one on Facebook Marketplace.”
You: “Those can be risky—no warranty, and you don’t know the history. If you want safe and reliable, we can keep you in budget with a value option and you leave fully set up today.”
Where Online Can’t Compete: Local Support + Services
One of your strongest “online-proof” advantages is service. When customers know you can help after the sale, they stop obsessing over saving $20 today.
Protection options (insurance)
Accessory installation
Repairs and diagnostics
Helpful partner categories to strengthen your offer:
Conclusion: Don’t Race to the Bottom—Win on Outcome
To compete with online phone sales, you don’t need to be the cheapest. You need to be the easiest, safest, and most complete solution. Diagnose the objection, reframe the comparison, stack your value, offer options, and price match only when it protects your margin. Do that consistently, and price shoppers turn into loyal customers.
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