Discounting: DON'T DO IT !!!

Customers are trained to asked for discounts and negotiate. Why? Because salespeople often oblige and fail to realize that the customer already perceives a benefit and wants to maximize value by getting these benefits at a lower price. And salespeople, hearing repeated price objections, may themselves begin to believe that their products and services are not worth the asking price. When we lack 100% confidence and conviction in the value of our solutions, it shows---and the end result is that customers succeed in negotiating lower prices. So, what can we do?

1 - Quantify the benefits of your product or service to the customer and show the financial savings! Develop an ROI (Return-On-Investment) worksheet. Reference other customers who realized savings quickly. Clip relevant articles that support the benefits and payback of your product or service.

2 - Simply lowering the price deflates the customer's perceived value of your product or service. So, if you do need to lower the price, don't do it without asking for something in return (e.g., a commitment for certain quantities or shorter payment periods). And if you need to give something to secure the order, consider including additional products or services in order to minimize the financial impact on your firm (e.g., you provide the customer with a $250 service that may only cost your firm $100 to perform).

3 - If you have the ability to make concessions, don't let the customer know, or you'll invite additional negotiations.

4 - If the customer does ask for discounts or concessions, determine his or her motivation prior to responding. In many instances, granting discounts or concessions will not resolve the issue and will hurt your chances for the sale. Possible customer motivations include:

* The customer is not sold and does not believe in the value of your proposal * S/he is comparing "apples to oranges" and doesn't understand why your product costs more * The customer is sold but does not see how the benefits s/he'll get justify the price * S/he is sold and as a good businessperson is simply trying to see if s/he can get a better price * S/he is sold but wants a "personal win" (e.g., a "good deal" in order to look good to the boss)

Remember, while it is common for customers to ask for discounts and concessions, the best and most skilled salespeople are adept at securing orders by stressing value rather than reducing price.



Discounting: DON'T DO IT !!! - To learn more about this author, visit Craig Arnoff's Website.

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