Differentiating Pricing Strategy From Selling Strategy
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Free Download - Putting for an Eagle - Closing the Unlikely Sale By Dave Kurlan |
Do you subscribe to Verne's Insights - 10 Minutes with the Growth Guy - Verne Harnish? You should. It's the best newsletter I get - one I actually read each week! In today's issue Verne wrote that his favorite quote from last week's Sales & Marketing Summit was Mark Burton's, "Discounting is the crack cocaine for business today". He also shared that "instead, Burton says companies can use a 'good, better, best' strategy to provide various pricing levels without simply giving away margin." Wait a minute!!!
Let's differentiate between this very sound pricing strategy yet unsound selling strategy. From a pricing perspective, this strategy allows you to effectively position your company, brand, products and services wherever you need them to be, based on markets, competition, reputation, quality and business strategy.
However, from a selling perspective, never provide your prospect with even two, let alone three options. It's difficult enough to close business in a timely manner today and you certainly don't want to be the cause of a decision making delay.
Let's assume that your salespeople have identified the compelling reasons why their prospect would buy, and buy from you, rather than your competition. Let's assume they have also positioned themselves as experts, established value, and learned how much their prospect will spend to solve their problem. It is only then that your salespeople will present both a needs and cost appropriate solution. If they have effectively met each of the above criteria, then in their expert opinion, there can only be a single ideal solution that is both needs and cost appropriate. More than one and they didn't listen effectively. More than one and they may appear uncertain. More than one and they have provided their prospect a reason to think it over. Less isn't more, one is more.
Price with options, sell with certainty.
Differentiating Pricing Strategy From Selling Strategy - To learn more about this author, visit Dave Kurlan's Website.
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The advice given was to the point and gave me a strategy to avoid and the reason why.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dave KurlanDave Kurlan is a best-selling author, top-rated speaker and thought leader on sales development. He is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
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