How To Sell More At Higher Prices Keynote 2012
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How To Sell More At Higher Prices Keynote 2012

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Orvel Ray Wilson speaks for The Sales Association National Sales Conference, in Chicago, November 8, 2011

Orvel Ray Wilson speaks for The Sales Association National Sales Conference, in Chicago, November 8, 2011

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How To Sell More At Higher Prices Keynote 2012 How To Sell More At Higher Prices Keynote 2012 Presentation Transcript

  • Guerrilla Selling -How to Sell More at Higher PricesOrvel Ray Wilson, CSPSr. PartnerTHE GUERRILLA GROUP THE
  • This version is for The SalesAssociation Chicago keynote.
  • It’s a Jungle Out There! THE
  • It’s a Jungle Out There! ! Economic Uncertainty THE
  • THE
  • THE
  • It’s a Jungle Out There! !Economic Uncertainty THE
  • It’s a Jungle Out There! !Economic Uncertainty !Ruthless Competition THE
  • It’s a Jungle Out There! !Economic Uncertainty !Ruthless Competition THE
  • It’s a Jungle Out There! !Economic Uncertainty !Ruthless Competition !Customer Expectations THE
  • It’s a Jungle Out There! !Economic Uncertainty !Ruthless Competition !Customer Expectations THE
  • It’s a Jungle Out There! !Economic Uncertainty !Ruthless Competition !Customer Expectations !Pressure on Prices and Margins THE
  • Slowly but Surely
  • Slowly but Surely
  • If you’re going to text. . . THE
  • If you’re going to text. . . !“I’m at The #SalesAssn listening to @OrvelRay speaking about Guerrilla Selling and it’s fantastic.” THE
  • Why Sellers Always ThinkPrice is More Important than itReally Is THE
  • Why Sellers Always ThinkPrice is More Important than itReally Is !They ALWAYS ask you to cut price, because . . . THE
  • Why Sellers Always ThinkPrice is More Important than itReally Is !They ALWAYS ask you to cut price, because . . . !It seems like a LOT of money to the salesperson. THE
  • Why Sellers Always ThinkPrice is More Important than itReally Is THE
  • Why Sellers Always ThinkPrice is More Important than itReally Is !They often really CAN get it cheaper THE
  • Why Sellers Always ThinkPrice is More Important than itReally Is !They often really CAN get it cheaper !So why are they talking to you? THE
  • What That Customer REALLYwants is: THE
  • What That Customer REALLYwants is: ! YOUR product ! YOUR technical expertise ! YOUR availability ! YOUR service ! and THEIR price. THE
  • What to do when they reallyCAN get it cheaper THE
  • What to do when they reallyCAN get it cheaper !Ask about their “Contract” THE
  • What to do when they reallyCAN get it cheaper !Ask about their “Contract” !The Spare Tire THE
  • What to do when they reallyCAN get it cheaper !Ask about their “Contract” !The Spare Tire !How do you Know? THE
  • Do the Math: THE
  • Do the Math: !Ifyou cut your price by 10% on a 35 point margin, you have to nearly DOUBLE your unit sales, just to break even.* * How to Sell at Prices Higher than your Competitors Lawrence Steinmetz, PhD THE
  • Do the Math: THE
  • Do the Math:Total Sales $1,000,000 100% THE
  • Do the Math:Total Sales $1,000,000 100%- COGS 650,000 65% THE
  • Do the Math:Total Sales $1,000,000 100%- COGS 650,000 65%Gross Margin 350,000 35% THE
  • Do the Math:Total Sales $1,000,000 100%- COGS 650,000 65%Gross Margin 350,000 35%- Variable COS 150,000 15% THE
  • Do the Math:Total Sales $1,000,000 100%- COGS 650,000 65%Gross Margin 350,000 35%- Variable COS 150,000 15%- Fixed G&A 200,000 20% THE
  • Do the Math:Total Sales $1,000,000 100%- COGS 650,000 65%Gross Margin 350,000 35%- Variable COS 150,000 15%- Fixed G&A 200,000 20% Potential Profit: 20¢ THE
  • Do the Math:Total Sales- COGSGross Margin- Variable COS- Fixed G&A THE
  • Do the Math:Total Sales $900,000 100%- COGSGross Margin- Variable COS- Fixed G&A THE
  • Do the Math:Total Sales $900,000 100%- COGS 650,000 72%Gross Margin- Variable COS- Fixed G&A THE
  • Do the Math:Total Sales $900,000 100%- COGS 650,000 72%Gross Margin 250,000 28%- Variable COS- Fixed G&A THE
  • Do the Math:Total Sales $900,000 100%- COGS 650,000 72%Gross Margin 250,000 28% 27%- Variable COS- Fixed G&A THE
  • Do the Math:Total Sales $900,000 100%- COGS 650,000 72%Gross Margin 250,000 28% 27%- Variable COS 135,000 15%- Fixed G&A THE
  • Do the Math:Total Sales $900,000 100%- COGS 650,000 72%Gross Margin 250,000 28% 27%- Variable COS 135,000 15%- Fixed G&A 200,000 22% THE
  • Do the Math:Total Sales $900,000 100%- COGS 650,000 72%Gross Margin 250,000 28% 27%- Variable COS 135,000 15%- Fixed G&A 200,000 22% Potential Profit: 11¢ THE
  • You Have to Boost Sales THE
  • You Have to Boost Sales $1,801,801.80 THE
  • You Have to Boost Sales $1,801,801.80 !80% increase in Dollar Sales just to break even. THE
  • You Have to Boost Sales $1,801,801.80 !80% increase in Dollar Sales just to break even. !But DOUBLE the unit sales THE
  • Low Bidder“How did I go broke? I was the low bid!”
  • Low Bidder“How did I go broke? I was the low bid!”
  • On the Other Hand: THE
  • On the Other Hand: !Ifyou RAISE your price by 10% you can give up 34% of your gross sales and STILL make the same net profit. THE
  • What’s a Reasonable Margin? THE
  • What’s a Reasonable Margin? ! Who controls your price? THE
  • What’s a Reasonable Margin? ! Who controls your price? ! You better have a very good reason to justify cutting it THE
  • What’s a Reasonable Margin? ! Who controls your price? ! You better have a very good reason to justify cutting it ! You’re always training the customer how to buy from you. THE
  • Sell The Total Product THE
  • Sell The Total Product Generic THE
  • “This DVD player sells for less than DVD players costing twice as much.”
  • “This DVD player sells for less than DVD players costing twice as much.”
  • What to Say when they AskYou to Cut Your Price: THE
  • What to Say when they AskYou to Cut Your Price: !“Hummm . . . That’s expensive!” THE
  • What to Say when they AskYou to Cut Your Price: !“Hummm . . . That’s expensive!” !“We have no argument with those who sell for less. They know best what their product is worth.” THE
  • What to Say when they AskYou to Cut Your Price: THE
  • What to Say when they AskYou to Cut Your Price: !“If you give me 20% off I’ll sign right now!” THE
  • What to Say when they AskYou to Cut Your Price: !“If you give me 20% off I’ll sign right now!” !“Do you make that offer to your customers?” THE
  • What to Say when they AskYou to Cut Your Price: THE
  • What to Say when they AskYou to Cut Your Price: !“Why are you so much more expensive than the competition?” THE
  • What to Say when they AskYou to Cut Your Price: !“Why are you so much more expensive than the competition?” !“I REALLY wish I could, but. . . THE
  • What to Say when they AskYou to Cut Your Price: !“Why are you so much more expensive than the competition?” !“I REALLY wish I could, but. . . !“What do I tell my next customer? THE
  • What to Say when they AskYou to Cut Your Price: THE
  • What to Say when they AskYou to Cut Your Price: !“I’drather justify my price now, than have to apologize for poor quality later.” THE
  • What to Say when they AskYou to Cut Your Price: !“I’drather justify my price now, than have to apologize for poor quality later.” !“What makes you think I wouldn’t give you the best possible price right up front?” THE
  • What to Say when they AskYou to Cut Your Price: !“I’d rather justify my price now, than have to apologize for poor quality later.” !“What makes you think I wouldn’t give you the best possible price right up front?” !“It’s a lot like buying oats.” THE
  • Why you dont want priceshoppers as customers: THE
  • Why you dont want priceshoppers as customers: !They gobble up your capacity THE
  • Why you dont want priceshoppers as customers: !They gobble up your capacity !They do all the complaining THE
  • Why you dont want priceshoppers as customers: !They gobble up your capacity !They do all the complaining !They require you to stock up, then blackmail you on price THE
  • Why you dont want priceshoppers as customers: !They gobble up your capacity !They do all the complaining !They require you to stock up, then blackmail you on price !They forget to pay THE
  • Why you dont want priceshoppers as customers: THE
  • Why you dont want priceshoppers as customers: !They brag about the deal THE
  • Why you dont want priceshoppers as customers: !They brag about the deal !They steal your ideas, information and knowledge THE
  • Why you dont want priceshoppers as customers: !They brag about the deal !They steal your ideas, information and knowledge !You establish a precedent THE
  • Why you dont want priceshoppers as customers: !They brag about the deal !They steal your ideas, information and knowledge !You establish a precedent !They’renot going to buy again anyway! THE
  • Sell The Total Product Generic THE
  • Sell The Total Product Generic Expected THE
  • Technical support“I know it’s technical support, but for $3.50 a minute I expect you to talk dirty.”
  • What They Really Need: THE
  • What They Really Need: !Two or more vendors THE
  • What They Really Need: !Two or more vendors !Technical and design help THE
  • What They Really Need: !Two or more vendors !Technical and design help !On-time delivery THE
  • What They Really Need: !Two or more vendors !Technical and design help !On-time delivery !Minimize downtime THE
  • What They Really Need: !Two or more vendors !Technical and design help !On-time delivery !Minimize downtime !To buy what they’re told to buy THE
  • What They Really Need: THE
  • What They Really Need: !Feel like they’re doing something THE
  • What They Really Need: !Feel like they’re doing something !Minimize inventory and carrying costs THE
  • What They Really Need: !Feel like they’re doing something !Minimize inventory and carrying costs !Certainty on mission-critical items THE
  • What They Really Need: !Feel like they’re doing something !Minimize inventory and carrying costs !Certainty on mission-critical items !Avoid over-engineering THE
  • What They Really Need: THE
  • What They Really Need: !Timely and accurate billing THE
  • What They Really Need: !Timely and accurate billing !Predictability and consistency THE
  • What They Really Need: !Timely and accurate billing !Predictability and consistency !Responsive, courteous and timely action by vendors when they have questions or problems THE
  • What They Really Need: !Timely and accurate billing !Predictability and consistency !Responsive, courteous and timely action by vendors when they have questions or problems !Look good to their scorekeepers. THE
  • Sell The Total Product Generic Expected THE
  • Sell The Total Product Generic Expected Augmented THE
  • Customers Will Pay More THE
  • Customers Will Pay More !Quality THE
  • Customers Will Pay More !Quality !Authenticity THE
  • Customers Will Pay More !Quality !Authenticity !Stability THE
  • Customers Will Pay More !Quality !Authenticity !Stability !Reliability THE
  • Customers Will Pay More !Quality !Authenticity !Stability !Reliability !Social or Ecological Values THE
  • Customers Will Pay More THE
  • Customers Will Pay More !Knowledgeable salespeople THE
  • “Mr. Colton, do we stand behind our products?”Customers Will Pay More !Knowledgeable salespeople THE
  • Customers Will Pay More !Knowledgeable salespeople THE
  • Customers Will Pay More !Knowledgeable salespeople !Reputation THE
  • Customers Will Pay More !Knowledgeable salespeople !Reputation !Partnership THE
  • Customers Will Pay More !Knowledgeable salespeople !Reputation !Partnership !Consistency THE
  • Customers Will Pay More !Knowledgeable salespeople !Reputation !Partnership !Consistency !Customization THE
  • Customers Will Pay More THE
  • Customers Will Pay More ! Authority THE
  • Customers Will Pay More ! Authority ! Popularity THE
  • Customers Will Pay More ! Authority ! Popularity ! Exclusivity THE
  • Customers Will Pay More ! Authority ! Popularity ! Exclusivity ! Scarcity THE
  • Customers Will Pay More ! Authority ! Popularity ! Exclusivity ! Scarcity ! Disposal THE
  • Customers Will Pay More THE
  • Customers Will Pay More !Innovation THE
  • Customers Will Pay More !Innovation !Miniaturization THE
  • Customers Will Pay More !Innovation !Miniaturization !Ruggedization THE
  • Customers Will Pay More !Innovation !Miniaturization !Ruggedization !Availability THE
  • Customers Will Pay More !Innovation !Miniaturization !Ruggedization !Availability !Delivery THE
  • Customers Will Pay More THE
  • Customers Will Pay More !Expediting THE
  • Customers Will Pay More !Expediting !Flexibility THE
  • Customers Will Pay More !Expediting !Flexibility !Financing THE
  • Customers Will Pay More !Expediting !Flexibility !Financing !Advanced technology THE
  • Customers Will Pay More !Expediting !Flexibility !Financing !Advanced technology !Arrives in perfect condition THE
  • Customers Will Pay More THE
  • Customers Will Pay More !Problems fixed quickly THE
  • “You really should have called me sooner.”
  • Customers Will Pay More !Problems fixed quickly THE
  • Customers Will Pay More !Problems fixed quickly !Environmentally friendly THE
  • Customers Will Pay More !Problems fixed quickly !Environmentally friendly –Steve Loudin, Tricell Corporation THE
  • Stella Color Lynn Krisky Seattle, WA
  • Customers Will Pay More THE
  • Customers Will Pay More !Benefit a third party THE
  • Customers Will Pay More !Benefit a third party !Local Sourcing THE
  • Customers Will Pay More !Benefit a third party !Local Sourcing –82% have consciously supported local or neighborhood businesses THE
  • Customers Will Pay More !Benefit a third party !Local Sourcing –82% have consciously supported local or neighborhood businesses !Prestige Brands THE
  • Customers Will Pay More !Benefit a third party !Local Sourcing –82% have consciously supported local or neighborhood businesses !Prestige Brands !Referral THE
  • Customers Will Pay More THE
  • Customers Will Pay More !Reduced liability THE
  • Customers Will Pay More !Reduced liability THE
  • Customers Will Pay More !Reduced liability !More fun. THE
  • The Gradient THE
  • The GradientPrice THE
  • The GradientPrice Overhead THE
  • The GradientPrice Overhead THE
  • The GradientPrice If all you want is . . . Overhead THE
  • The Gradient If money were no object . . .Price If all you want is . . . Overhead THE
  • The Gradient What we do is . . . If money were no object . . .Price If all you want is . . . Overhead THE
  • Sell The Total Product Generic Expected Augmented THE
  • Sell The Total Product Generic Expected Augmented Potential THE
  • Ann Brown, New Vista ImageGlass RoomEnvironmental Capital Bill Markovich
  • Ann shows glass and paperproofs to the client.
  • 4’ x 8’ glass panels weigh 200lbs each
  • Realize Your Profit Potential THE
  • Realize Your Profit Potential !Shop your competition THE
  • Realize Your Profit Potential !Shop your competition !Stop telegraphing that it’s negotiable THE
  • Realize Your Profit Potential !Shop your competition !Stop telegraphing that it’s negotiable !Show the Best First THE
  • Realize Your Profit Potential !Shop your competition !Stop telegraphing that it’s negotiable !Show the Best First !Manage damaging information THE
  • “Discouraging data on that new antidepressant.”
  • Realize Your Profit Potential THE
  • Realize Your Profit Potential !The Preemptive Strike THE
  • Realize Your Profit Potential !The Preemptive Strike !Expect the Sale THE
  • Realize Your Profit Potential !The Preemptive Strike !Expect the Sale !Avoid Scope Seep THE
  • Realize Your Profit Potential !The Preemptive Strike !Expect the Sale !Avoid Scope Seep !Invoice $0 items THE
  • Realize Your Profit Potential THE
  • Realize Your Profit Potential !Negotiate terms, not price –Federal Acquisition Regulation THE
  • Realize Your Profit Potential !Negotiate terms, not price –Federal Acquisition Regulation !Offer bonus goods or services instead THE
  • Realize Your Profit Potential !Negotiate terms, not price –Federal Acquisition Regulation !Offer bonus goods or services instead !Guarantee Everything !DOUBLE it THE
  • BrusselsSprouts
  • Thank You! THE
  • Thank You!• Follow me on LinkedIn THE
  • Thank You!•Follow me on LinkedIn• Friend me on Facebook THE
  • Thank You!•Follow me on LinkedIn• Friend me on Facebook• Tweet me on Twitter: orvelray THE
  • Thank You!•Follow me on LinkedIn• Friend me on Facebook• Tweet me on Twitter: orvelray•OrvelRay@GuerrillaGroup.com E-mail me at: THE
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