It may seem hard to fathom but the average salesman fears "price" the most!
I guess the key word is "Average"
Over the last ten years of training sales teams whilst at the same time collecting data from the decision makers who authorise the order,there is a huge gap in thinking.
Sales people say price is a top five priority of a buyer whilst buyers seldom list it in their own top five.
Whats the lesson then?
70% of buyers say that if there are proven benefits and value they will buy at a higher price.
30% see their job as only Improving on the price they pay.It justifies their existence!
First judgement then....let your competition have this 30% since it will not be too long before there is no profit to be had.A customer fixated on price alone has no loyalty or appreciation of the role of his supplier or his own Companies long term needs.
Think more on price being the Investment with the benefits being the return on Investment. Show a return and risk evaporates.
Think about human nature.
Imagine you are looking at three washing machines.
Prices are £250,£300 and £399.
I suggest you will discount the low price relatively Immediately and then measure the two left to decide if the higher price justifies any clear advantage.
The Sales person who thinks £250 will always win will never specialise in sales, simply because they will never know enough about their product or service to justify it to others.
If a Sales person sells on price alone he has little value to anyone and will find their career a short one!
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