Sales Strategy: Why Price Resistance Can Be A Useful Indicator

sales strategyWay too many sales people respond to a buyer’s price resistance by taking one course of action – they immediately reduce the price because they feel that it will enable them to close the sale. Is that action a sales strategy or is down to tough market/ lazy selling/ inexperience/ high quality buyers….

If it’s a sales strategy, then, one thing’s for sure: it’s the wrong one. Price reduction (on it’s own) is normally lazy selling & will undoubtedly condition the seller to believing that it’s OK to take this route on future calls. They reason that it’s the only way to close the sale…..

Trouble is, buyers are now very savvy and will play off one seller’s price against the competition, so that begs the question – is the criteria for selling simply to have the lowest price?

Whatever price you charge will always seem high to a buyer, if their perceived value of your product is low. Price resistance is a good way to get a feeling for the value your prospect has for your offer. If price resistance is low or non-existent you can be reasonably sure that they have a high perceived value of your product or service.

Sales Strategy or Buyers Strategy?

Buyers will always say they want the lowest price: but in reality, they want something that’s fit for purpose at a reasonable cost.

Low price is what a customer pays for the product now. Low cost is what they pay for the product over time. For  example, if they buy an accounting software package from the bottom of the market, but it is in continual need of support because the programme crashes frequently – they bought a low price but a high cost. Although they might  have saved money initially, their cost over time will be a good deal higher than if they had invested more in a better package.

It is a great deal easier to justify high price if the value is there, than mediocre quality and constant product/service troubles when the value is absent.

(If you believe you’re trying to sell a mediocre product, perhaps it’s time to move on!)

Poor quality, even though buyers save money, is not in their beneficial long-term interests. And how do you prefer to be thought of by your clients?


Direct Selling Earning Power

gameplanWhy is it that many sellers can consistently carve out incomes of well over £100,000 ($150,000), year in, year out, whilst their peers are earning a fraction of that, even though they might work a similar number of calls and put in similar effort. Is it just luck? Do they get better quality leads?

Despite what most sellers may say, it isn’t necessarily the leads, the territory, the time of year or the economy that makes the difference.

The majority of times it simply comes back to the seller. Their mindset; dress code; phraseology; timing; product knowledge; pace; methodology; clarity; sincerity; competence. Getting just one of these wrong can easily cost you a sale.

When sellers have been in the job for a while, it is amazing to see how many become experts at reading minds!


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Selling is not a four letter word

Selling is not a four letter word …… with three extra letters for good measure!

selling is not a four letter wordAnd it isn’t the ‘Marketing Executive’ or ‘Account Manager’ who closes the deals – it’s the seller!

Seller………It should never be the ‘dirty word’ that you’re NOT.

Dentist, cosmetic surgeon, restaurant owner, hairdresser, I.T. consultant, lawyer, plumber, landscape gardener…….Everyone sells!

If nobody sells, how do you get new patients, new clients, new customers? How do you grow your business? Or, more to the point, how do you stay in business?

Selling is everyone’s business, and when it’s not, your business may be in trouble!

Selling is knowing . .

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Direct Selling in a Tough Market

directsellingDirect selling is one of the hardest jobs in the world. During the last 10 years or so it has become even tougher, as people have been forced to tighten their belts more and more, especially where the product or service might be considered a luxury, or non-essential item.

The more difficult the economy, the more educated the consumers, and the more competitive the market, the harder it becomes.

But top sellers continue to sell, through rain or shine. They face the same continual disappointments, setbacks, obstacles and rejections as everyone else – but they keep going. They’re like hungry wolves. They have to………..

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