Sell Value, Not Price!

de Don Hutson

Has this ever happened to you? “Your price is too high.” “Is that your best price?” “What kind of deal can you give me if I buy from you instead of XYZ company?” These are among the most dreaded words a sales per¬son can hear. An average sales person may say: “Is there anything else that may convince you to buy this product?” Some sales people are somewhat successful by using a “planned” script or dialogue, but more often, most stammer, offering a weak response. In either case, they often get the sale at the expense of their margin, or lose it all together. Hopefully, you’ve never lost the sale using an ultimatum like: “That is my best price. Take it or leave it!” More often than not, this sales person will lose the sale altogether forfeiting not only the sale, but future sales by abusing the relationship.

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