Handling the Price Shopper: Competing with Online Retailers
- Wireless Dealer Group
- 4 hours ago
- 4 min read
Every wireless dealer hears it: “I can get it cheaper online.” If you instantly discount, you train customers to shop you like Amazon. If you argue, you lose trust. The goal is to compete with online phone sales by selling what online can’t: speed, setup, accountability, and local support—then using price matching only when it protects your margin.
Below is a simple system (and scripts) your team can use to handle price objections and win in retail price competition without racing to the bottom.
1) The Price Shopper Mindset (What They Really Mean)
“I don’t want to get ripped off.” They want reassurance.
“Convince me it’s worth it.” They want a reason to buy in-store.
“Give me leverage.” They’re testing if you’ll negotiate.
“I’m comparing apples to oranges.” Different condition, storage, warranty, or seller.
2) Step One: Diagnose Before You Defend
Don’t argue. Ask one calm question that exposes the comparison.
Script: “Totally fair—what price are you seeing, and is it new, unlocked, same storage, and comes with a warranty?”
If they can’t answer, you’re not losing on price—you’re losing on uncertainty. Now you can lead.
3) Step Two: Reframe the Comparison (Total Cost vs. Sticker Price)
Online is cheaper sometimes because it removes service. Your store wins when you sell the outcome: “working phone today + support after.”
Value points online can’t match
Same-day activation + setup
Number transfer + data transfer done correctly
Everything tested before they leave
Local support when something breaks or doesn’t work
Less risk (scams, missing parts, “refurbished” surprises)
Script: “You can find lower prices online sometimes. The difference here is you leave today fully set up—data moved, everything tested—and you’ve got a local place to come back to if anything acts up.”
4) Step Three: Use a 10-Second Value Stack
Price shoppers don’t want a speech. They want a clean list.
Value Stack Script: “Today we’re doing: (1) activation/setup, (2) number + data transfer, (3) we test everything before you leave, and (4) you get local support after the sale. That’s what most people are paying for.”
5) Step Four: Offer Options (Not Discounts)
Instead of dropping price, give choices that keep control and protect margin.
Option A: Adjust the phone (good / better / best)
Script: “If you want to stay closer to that online price, I can show you a value option that still performs well. Do you want best value or best performance?”
Option B: Adjust the payment (upfront vs. monthly)
Script: “Are you trying to lower what you pay today, or lower the monthly?”
Option C: Improve the deal with a bundle
Script: “If we can’t move much on the phone price, I can make the overall deal better with protection—case, screen protector, and fast charger—so you’re covered day one.”
Need better accessory selection and margins?
6) Step Five: Price Matching Strategies (Rules That Prevent “Zero Profit”)
Price matching can win deals—but only with rules. Otherwise, you match yourself into nothing.
Simple price-match policy (dealer-friendly)
Identical item only: same model, storage, color, condition
Reputable seller only: no random marketplace sellers
In-stock only: must be available right now
Exclude: used, refurbished, open-box, clearance, auctions
Set a floor: never go below your minimum margin
Policy Script: “We can price match identical items from reputable sellers when it’s in stock. Show me the listing and I’ll verify it.”
7) Step Six: Close Using a “Today Advantage” (No 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 me to start the transfer?”
Close #2: Peace-of-Mind Close
Script: “If something 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?”
8) The 3 Most Common Price Shopper Scenarios (And 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 confirm the exact model and storage?”
Scenario B: “Amazon has it cheaper.”
You: “Amazon has a lot of third-party sellers. Is it sold by Amazon or a marketplace seller? And is it new/unlocked with warranty?”
Scenario C: “Facebook Marketplace has it cheaper.”
You: “Those can be risky—no warranty and you don’t know the phone history. If you want safe and reliable, I can keep you in budget with a value option and you leave fully set up today.”
9) Your “Online-Proof” Advantage: Services + Support
Online can sell a box. You sell a relationship. Strengthen your offer with services customers can’t get from a checkout page:
Insurance options
Accessory installation
Repairs and diagnostics
Helpful partner categories to build that service stack:
Conclusion: Win the Price Shopper Without Becoming the Cheapest
To compete with online phone sales, you don’t need to be the lowest price—you need to be the easiest, safest, and most complete solution. Diagnose the comparison, stack your value, offer options, and price match only with rules. Do that consistently, and price shoppers turn into loyal customers who come back for service, accessories, and upgrades.
.webp)
Comments