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The Difference Between Selling to Negotiators and Selling to Price Shoppers
| Guest post by: Dave Kurlan |
Article Overview: Selling successfully to both the negotiator and the price shopper takes good strategy, effective tactics, and timing - you must know when to employ them.
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Free Download - Sales Courage and Resilience By Dave Kurlan |
The Difference Between Selling to Negotiators and Selling to Price Shoppers
I was introduced to Michael, an expert in multi-cultural selling who wrote this must read top 10 Myths About Multicultural Customers.
I
love #8 on Negotiators. Salespeople often confuse the prospect who
needs to negotiate with one who must have the lowest price and as
Michael says so often in his article, nothing could be further from the
truth.
The negotiator simply needs to win - to get a better
price than the one you started with. The price shopper wants to go
with the lowest price. It is much simpler to do the break and shake
(my tag for providing a price break and shaking on it) and be done with
it, then it is for you to give away the farm with a price shopper who
may not care about your value proposition, storied history, legendary
quality, or unsurpassed customer service. On the other hand, any one
of those may be the very thing the price shopper is demanding - but at
a lower price than anyone else can offer.
Selling successfully
to both the negotiator and the price shopper takes good strategy,
effective tactics, and timing - you must know when to employ them. For
instance, with the negotiator, one can't simply give the price break to
get it over with because the negotiator believes that now that there
has been movement from the starting price, there can be yet more
movement. You must learn how to offer only a single concession and have
that be good enough for a win-win. With the price shopper, you must
become expert at leveraging the one thing other than price that is so
important, build compelling reasons around it, and use the resulting
urgency to drive up your value.
Most executives who read this
won't have to deal with negotiators very often for it tends to be
industry specific in America. It tends to be part of the car shopping
and home buying experiences, and you'll see it at flea markets too.
Price shoppers are out there. Objective Management Group's
statistics show that about 20% of the sales population buys this way
and they are the most likely group to show up with the lowest margins.
How Does the Salesperson Affect Price Shoppers and Negotiators?
The Difference between Motivation and Commitment
Why Salespeople Have Trouble Closing
Selling Power 26
Leads Prospects and the Huge Gap Between
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About the Author: Dave Kurlan RSS for Dave's articles - Visit Dave's website Click here to visit Dave's website   Visual Pipeline Salesperson Selection Predict Sales Turnover |
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Re: This is Marketing Warfare!
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I guess this was from a while back, and it'll test your memory a bit but could you possibly elaborate on Unique Selling Proposition?
Can you give us some examples of good USPs?
Blog pinging
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Business magazines
- Fast Company is pretty good if you're into technology although it can be very on the edge.
Entrepreneur has become one giant advertisement and I cancelled my subscription.
Selling Power also has some useful content if you're looking at improving your sales skills / presentations.
New Guy Here - Automobile Industry
- Hi Everyone,
My name is Ray and I work as a sales trainer in the automobile industry. I have just completed a new training curriculum for automobile salespeople in the industry. It is called The Baby Steps of Selling Automobiles. I am beginning my marketing efforts through press releases and seminar formats. I joined the community due to my continued desire to work independently creating my own happiness and growth. Thank you for having me and I look forward to more correspondence in the future.
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