GUERRILLA SELLING
GUERRILLA SELLING

   UPSELL!
   Overcoming Price Barriers

   Orvel Ray Wilson, CSP




               ...
GUERRILLA SELLING
GUERRILLA SELLING

   Overcoming Price Barriers
         Economic Uncertainty
GUERRILLA SELLING
GUERRILLA SELLING
GUERRILLA SELLING
GUERRILLA SELLING

   Overcoming Price Barriers
         Economic Uncertainty
         Ruthless Competit...
GUERRILLA SELLING
GUERRILLA SELLING

   Overcoming Price Barriers
         Economic Uncertainty
         Ruthless Competit...
GUERRILLA SELLING
GUERRILLA SELLING

   Overcoming Price Barriers
         Economic Uncertainty
         Ruthless Competit...
Low Bidder




  “How did I go broke? I was the low bidder!”
GUERRILLA SELLING
GUERRILLA SELLING

“Sadly, we have created our own
“Sadly, we have created our own
problem.
problem.
   ...
GUERRILLA SELLING
GUERRILLA SELLING




  What do we Mean by
  “Guerrilla”?
The most successful marketing series in history:
GUERRILLA SELLING
GUERRILLA SELLING
 The most successful marketing series in history:
GUERRILLA SELLING
GUERRILLA SELLING

   Why you don't want price
   shoppers as customers
         They gobble up your cap...
GUERRILLA SELLING
GUERRILLA SELLING

   Why you don't want price
   shoppers as customers
         They gobble up your cap...
GUERRILLA SELLING
GUERRILLA SELLING

   Why you don't want price
   shoppers as customers:
         They’re less discernin...
GUERRILLA SELLING
GUERRILLA SELLING

   What to say when you're asked
   to cut your price:
         “Well, it’s a lot lik...
GUERRILLA SELLING
GUERRILLA SELLING

   What to say when you're asked
   to cut your price:
         “Well, it’s a lot lik...
GUERRILLA SELLING
GUERRILLA SELLING

   What to say when you're asked
   to cut your price:
         “Well, it’s a lot lik...
GUERRILLA SELLING
GUERRILLA SELLING

   What to say when you're asked
   to cut your price:
         “Well, it’s a lot lik...
GUERRILLA SELLING
GUERRILLA SELLING

   What to say when you're asked
   to cut your price:
         “I’d rather justify m...
GUERRILLA SELLING
GUERRILLA SELLING

   What to say when you're asked
   to cut your price:
         “I’d rather justify m...
GUERRILLA SELLING
GUERRILLA SELLING

   How to Counter Dirty Tricks
         Split the Difference
         Itemizing
     ...
GUERRILLA SELLING
GUERRILLA SELLING

   How to Counter Dirty Tricks
         Quota Time
         The First-Timer
         ...
GUERRILLA SELLING
GUERRILLA SELLING

   “Terrible Forty-twos”




                The Terrible Forty-Twos
GUERRILLA SELLING
GUERRILLA SELLING

   When You Shouldn’t
   Negotiate
         When you’re sold out
         When the de...
GUERRILLA SELLING
GUERRILLA SELLING

   What to do with Difficult,
   Demanding or Dishonest
   Customers?
         Refer ...
GUERRILLA SELLING
GUERRILLA SELLING

   Why Customers Buy:
GUERRILLA SELLING
GUERRILLA SELLING

   Why Customers Buy:
           Confidence
           Quality
           Service
   ...
GUERRILLA SELLING
GUERRILLA SELLING

   Why Customers Buy:
       1.   Confidence
       2.   Quality
       3.   Service
...
GUERRILLA SELLING
GUERRILLA SELLING

   To Sell at Higher Prices
         Never give your product away
         Know your ...
GUERRILLA SELLING
GUERRILLA SELLING

   To Sell at Higher Prices
         Don’t telegraph that it’s is
         negotiable...
“Discouraging data on that new antidepressant.”
GUERRILLA SELLING
GUERRILLA SELLING

   To Sell at Higher Prices
         Give goods or services, not cash
         Guaran...
Brussels Sprouts
GUERRILLA SELLING
GUERRILLA SELLING

   Develop Strong Rationales
         Need . . .
GUERRILLA SELLING
GUERRILLA SELLING

   Develop Strong Rationales
         Need . . .
         Because . . .
GUERRILLA SELLING
GUERRILLA SELLING

   Develop Strong Rationales
         Need . . .
         Because . . .
         Only...
GUERRILLA SELLING
GUERRILLA SELLING

   What to do when they really
   CAN get it cheaper
     Compared to what?
      –Wh...
GUERRILLA SELLING
GUERRILLA SELLING

   What to do when they really
   CAN get it cheaper
         Call their bluff
      ...
GUERRILLA SELLING
GUERRILLA SELLING

 The Gradient



  Price




If all you want is . . .
                           Over...
GUERRILLA SELLING
GUERRILLA SELLING

 The Gradient


                                      If money were
                 ...
GUERRILLA SELLING
GUERRILLA SELLING

 The Gradient


                                                 If money were
      ...
Tractor
GUERRILLA SELLING
GUERRILLA SELLING

   Require Reciprocal
   Concessions
          Never concede anything without
       ...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Quality
         Authenticity
         Stability
...
GUERRILLA SELLING
GUERRILLA SELLING
                    “Mr. Colton, do we stand behind our products?”

   Customers Will ...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Knowledgeable salespeople
         Reputation
   ...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Authority
         Popularity
         Exclusivit...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Miniaturization
         Ruggedization
         E...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Flexibility
          – $1.39 iTunes w/o DRM
    ...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Problems fixed quickly
“You really should have called me sooner.”
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Problems fixed quickly
         Environmentally f...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Local Sourcing
          –82% have consciously su...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         To do the right thing
          –SRI funds accoun...
GUERRILLA SELLING
GUERRILLA SELLING

   Thank You!
         Email
         OrvelRay@GuerrillaGroup.com
         Go to Slid...
Guerrilla Selling - Overcoming Price Barriers
Guerrilla Selling - Overcoming Price Barriers
Guerrilla Selling - Overcoming Price Barriers
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Guerrilla Selling - Overcoming Price Barriers

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Member Webinar sponsored by The Sales Association. In this one-hour webinar, Guerrilla Sales and Marketing author Orvel Ray Wilson, CSP gives you 5 strategies for overcoming price objections, and 28 reasons your customers will gladly pay MORE to do business with YOU.

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Guerrilla Selling - Overcoming Price Barriers

  1. 1. GUERRILLA SELLING GUERRILLA SELLING UPSELL! Overcoming Price Barriers Orvel Ray Wilson, CSP Presented by: Presented by:
  2. 2. GUERRILLA SELLING GUERRILLA SELLING Overcoming Price Barriers Economic Uncertainty
  3. 3. GUERRILLA SELLING GUERRILLA SELLING
  4. 4. GUERRILLA SELLING GUERRILLA SELLING Overcoming Price Barriers Economic Uncertainty Ruthless Competition
  5. 5. GUERRILLA SELLING GUERRILLA SELLING Overcoming Price Barriers Economic Uncertainty Ruthless Competition Customer Expectations
  6. 6. GUERRILLA SELLING GUERRILLA SELLING Overcoming Price Barriers Economic Uncertainty Ruthless Competition Customer Expectations Pressure on Prices and Margins
  7. 7. Low Bidder “How did I go broke? I was the low bidder!”
  8. 8. GUERRILLA SELLING GUERRILLA SELLING “Sadly, we have created our own “Sadly, we have created our own problem. problem. “When the economy went south, so did sales “When the economy went south, so did sales people's willingness to sell on value. Instead, people's willingness to sell on value. Instead, they panicked and went straight to dropping their they panicked and went straight to dropping their pants on price. This abandonment of a solid pants on price. This abandonment of a solid sales strategy, and value-based selling has led sales strategy, and value-based selling has led us to where we are today.” us to where we are today.” Andrew Lingenfelter Andrew Lingenfelter Director of Network Managed Services Director of Network Managed Services Bay Pointe Technology Bay Pointe Technology
  9. 9. GUERRILLA SELLING GUERRILLA SELLING What do we Mean by “Guerrilla”?
  10. 10. The most successful marketing series in history:
  11. 11. GUERRILLA SELLING GUERRILLA SELLING The most successful marketing series in history:
  12. 12. GUERRILLA SELLING GUERRILLA SELLING Why you don't want price shoppers as customers They gobble up your capacity –If you cut your price by 10%, you have to increase your volume by 40% just to make up the difference.
  13. 13. GUERRILLA SELLING GUERRILLA SELLING Why you don't want price shoppers as customers They gobble up your capacity –If you cut your price by 10%, you have to increase your volume by 40% just to make up the difference. You establish a precedent
  14. 14. GUERRILLA SELLING GUERRILLA SELLING Why you don't want price shoppers as customers: They’re less discerning They’re more demanding They’re often disloyal Nobody ever gets fired for paying too much.
  15. 15. GUERRILLA SELLING GUERRILLA SELLING What to say when you're asked to cut your price: “Well, it’s a lot like buying oats.”
  16. 16. GUERRILLA SELLING GUERRILLA SELLING What to say when you're asked to cut your price: “Well, it’s a lot like buying oats.” “Why are you so much more expensive than (the competition)?”
  17. 17. GUERRILLA SELLING GUERRILLA SELLING What to say when you're asked to cut your price: “Well, it’s a lot like buying oats.” “Why are you so much more expensive than (the competition)?” “I RILLY wish I could, but. . .
  18. 18. GUERRILLA SELLING GUERRILLA SELLING What to say when you're asked to cut your price: “Well, it’s a lot like buying oats.” “Why are you so much more expensive than (the competition)?” “I RILLY wish I could, but. . . “What do I tell my next customer?”
  19. 19. GUERRILLA SELLING GUERRILLA SELLING What to say when you're asked to cut your price: “I’d rather justify my price now, than have to apologize for poor quality later.”
  20. 20. GUERRILLA SELLING GUERRILLA SELLING What to say when you're asked to cut your price: “I’d rather justify my price now, than have to apologize for poor quality later.” “What makes you think that I wouldn’t give you the best possible price right up front?”
  21. 21. GUERRILLA SELLING GUERRILLA SELLING How to Counter Dirty Tricks Split the Difference Itemizing The Crunch The Stall
  22. 22. GUERRILLA SELLING GUERRILLA SELLING How to Counter Dirty Tricks Quota Time The First-Timer False Quote The Tantrum
  23. 23. GUERRILLA SELLING GUERRILLA SELLING “Terrible Forty-twos” The Terrible Forty-Twos
  24. 24. GUERRILLA SELLING GUERRILLA SELLING When You Shouldn’t Negotiate When you’re sold out When the demands are unethical When you’re time pressured When they act in bad faith When waiting would improve your position.
  25. 25. GUERRILLA SELLING GUERRILLA SELLING What to do with Difficult, Demanding or Dishonest Customers? Refer them to the competition.
  26. 26. GUERRILLA SELLING GUERRILLA SELLING Why Customers Buy:
  27. 27. GUERRILLA SELLING GUERRILLA SELLING Why Customers Buy: Confidence Quality Service Selection Price
  28. 28. GUERRILLA SELLING GUERRILLA SELLING Why Customers Buy: 1. Confidence 2. Quality 3. Service 4. Selection 5. Price
  29. 29. GUERRILLA SELLING GUERRILLA SELLING To Sell at Higher Prices Never give your product away Know your competition Expect the Sale Collect Testimonials
  30. 30. GUERRILLA SELLING GUERRILLA SELLING To Sell at Higher Prices Don’t telegraph that it’s is negotiable Manage damaging information
  31. 31. “Discouraging data on that new antidepressant.”
  32. 32. GUERRILLA SELLING GUERRILLA SELLING To Sell at Higher Prices Give goods or services, not cash Guarantee Everything –Sunshine Trash Service DOUBLE it
  33. 33. Brussels Sprouts
  34. 34. GUERRILLA SELLING GUERRILLA SELLING Develop Strong Rationales Need . . .
  35. 35. GUERRILLA SELLING GUERRILLA SELLING Develop Strong Rationales Need . . . Because . . .
  36. 36. GUERRILLA SELLING GUERRILLA SELLING Develop Strong Rationales Need . . . Because . . . Only. . .
  37. 37. GUERRILLA SELLING GUERRILLA SELLING What to do when they really CAN get it cheaper Compared to what? –What the customer REALLY wants is . . . –YOUR product –YOUR service –YOUR reputation –and THEIR price.
  38. 38. GUERRILLA SELLING GUERRILLA SELLING What to do when they really CAN get it cheaper Call their bluff The Spare Tire How do you Know?
  39. 39. GUERRILLA SELLING GUERRILLA SELLING The Gradient Price If all you want is . . . Overhead
  40. 40. GUERRILLA SELLING GUERRILLA SELLING The Gradient If money were no object . . . Price If all you want is . . . Overhead
  41. 41. GUERRILLA SELLING GUERRILLA SELLING The Gradient If money were no object . . . Price What we do is . . . If all you want is . . . Overhead
  42. 42. Tractor
  43. 43. GUERRILLA SELLING GUERRILLA SELLING Require Reciprocal Concessions Never concede anything without asking for something, anything, in return Reserve the right to withdraw a concession Or reserve an unspecified concession in the future.
  44. 44. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Quality Authenticity Stability Reliability Social or Ecological Values
  45. 45. GUERRILLA SELLING GUERRILLA SELLING “Mr. Colton, do we stand behind our products?” Customers Will Pay More Knowledgeable salespeople
  46. 46. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Knowledgeable salespeople Reputation Partnership Consistency Customization
  47. 47. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Authority Popularity Exclusivity Scarcity Disposal
  48. 48. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Miniaturization Ruggedization Expediting
  49. 49. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Flexibility – $1.39 iTunes w/o DRM – $1.39 iTunes w/o DRM Financing Short delivery times Advanced technology Arrives in perfect condition
  50. 50. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Problems fixed quickly
  51. 51. “You really should have called me sooner.”
  52. 52. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Problems fixed quickly Environmentally friendly –78% Said they would pay $2,000 more for a car that gets 35 mpg Benefit a third party
  53. 53. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Local Sourcing –82% have consciously supported local or neighborhood businesses Brand Names Referral
  54. 54. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More To do the right thing –SRI funds account for 11% of all the money in U.S. financial markets Original packing More fun.
  55. 55. GUERRILLA SELLING GUERRILLA SELLING Thank You! Email OrvelRay@GuerrillaGroup.com Go to SlideShare.net to download this presentation Call 800-247-9145 to arrange for me to speak to your group.

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