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GUERRILLA SELLING
GUERRILLA SELLING

UPSELL!
How to Close More Business
at Higher Prices

 Orvel Ray Wilson, CSP
 Sr. Part...
GUERRILLA SELLING
GUERRILLA SELLING

   It’s a Jungle Out There!
         Economic Uncertainty




                       ...
GUERRILLA SELLING
GUERRILLA SELLING
              $2.2B




                           $9M




                      THE G...
GUERRILLA SELLING
GUERRILLA SELLING

   It’s a Jungle Out There!
         Economic Uncertainty
         Ruthless Competiti...
GUERRILLA SELLING
GUERRILLA SELLING

   It’s a Jungle Out There!
         Economic Uncertainty
         Ruthless Competiti...
GUERRILLA SELLING
GUERRILLA SELLING

   It’s a Jungle Out There!
         Economic Uncertainty
         Ruthless Competiti...
Slowly but Surely
GUERRILLA SELLING
GUERRILLA SELLING




  What do we Mean by
  “Guerrilla”?




                       THE GUERRILLA GROUP...
The most successful marketing series in history:
GUERRILLA SELLING
GUERRILLA SELLING

   Sell The Total Product

                     • Generic




                       ...
“This DVD player sells for less than DVD players costing twice as much.”
GUERRILLA SELLING
GUERRILLA SELLING

   Why Sellers Think Price is More
   Important than it Really Is
         They ALWAY...
GUERRILLA SELLING
GUERRILLA SELLING

   What That Customer REALLY
   wants is:
         YOUR product
         YOUR technic...
GUERRILLA SELLING
GUERRILLA SELLING

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

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

   Do the Math:
   Total Sales      $1,000,000
   COGS              $650,000         ...
GUERRILLA SELLING
GUERRILLA SELLING

   Do the Math:
   Total Sales      $ 900,000       100%
   COGS             $650,000...
GUERRILLA SELLING
GUERRILLA SELLING

   You Have to Increase Sales
   $1,801,801.80
     80% increase in Dollar Sales just...
Low Bidder




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

   On the Other Hand:
         If you RAISE your price by 10%
         you can lose 3...
GUERRILLA SELLING
GUERRILLA SELLING

   Sell The Total Product

                     • Generic

                     • Exp...
GUERRILLA SELLING
GUERRILLA SELLING

   What They Really Need:
         Two or more vendors
         Technical and enginee...
GUERRILLA SELLING
GUERRILLA SELLING

   What They Really Need:
         Feel like they’re taking better care of the
      ...
GUERRILLA SELLING
GUERRILLA SELLING

   What They Really Need:
         Workflow and productivity solutions
         Timel...
“Discouraging data on that new antidepressant.”
GUERRILLA SELLING
GUERRILLA SELLING

   Sell The Total Product

                     • Generic

                     • Exp...
GUERRILLA SELLING
GUERRILLA SELLING

   The Law of the Slight Edge:
         “The difference between a champion
         a...
GUERRILLA SELLING
GUERRILLA SELLING

   Philip’s Position in the Market
         We’re #4 in CT
          – Leader in Card...
GUERRILLA SELLING
GUERRILLA SELLING

   Philip’s Position in the Market
         Unified Approach leveraging
         rela...
Brussels Sprouts
GUERRILLA SELLING
GUERRILLA SELLING

   Sell The Total Product

                     • Generic

                     • Exp...
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
         A...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Flexibility
         Financing
         Advanced ...
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 s...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Reduced liability




                           ...
GUERRILLA SELLING
GUERRILLA SELLING

   Customers Will Pay More
         Reduced liability
         More fun.




        ...
GUERRILLA SELLING
GUERRILLA SELLING

   To Arrange for Orvel Ray to
   Speak to Your Convention,
   Conference or Sales Me...
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Upsell!  Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP
Upsell!  Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP
Upsell!  Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP
Upsell!  Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP
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Upsell! Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP

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Transcript of "Upsell! Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP"

  1. 1. GUERRILLA SELLING GUERRILLA SELLING UPSELL! How to Close More Business at Higher Prices Orvel Ray Wilson, CSP Sr. Partner THE GUERRILLA GROUPinc inc Presented by: Presented by: THE GUERRILLA GROUPinc
  2. 2. GUERRILLA SELLING GUERRILLA SELLING It’s a Jungle Out There! Economic Uncertainty THE GUERRILLA GROUPinc
  3. 3. GUERRILLA SELLING GUERRILLA SELLING $2.2B $9M THE GUERRILLA GROUPinc
  4. 4. GUERRILLA SELLING GUERRILLA SELLING It’s a Jungle Out There! Economic Uncertainty Ruthless Competition THE GUERRILLA GROUPinc
  5. 5. GUERRILLA SELLING GUERRILLA SELLING It’s a Jungle Out There! Economic Uncertainty Ruthless Competition Customer Expectations THE GUERRILLA GROUPinc
  6. 6. GUERRILLA SELLING GUERRILLA SELLING It’s a Jungle Out There! Economic Uncertainty Ruthless Competition Customer Expectations Pressure on Prices and Margins THE GUERRILLA GROUPinc
  7. 7. Slowly but Surely
  8. 8. GUERRILLA SELLING GUERRILLA SELLING What do we Mean by “Guerrilla”? THE GUERRILLA GROUPinc
  9. 9. The most successful marketing series in history:
  10. 10. GUERRILLA SELLING GUERRILLA SELLING Sell The Total Product • Generic THE GUERRILLA GROUPinc
  11. 11. “This DVD player sells for less than DVD players costing twice as much.”
  12. 12. GUERRILLA SELLING GUERRILLA SELLING Why Sellers Think Price is More Important than it Really Is They ALWAYS ask you to cut price, because . . . They often really CAN get it cheaper Why are they talking to you? THE GUERRILLA GROUPinc
  13. 13. GUERRILLA SELLING GUERRILLA SELLING What That Customer REALLY wants is: YOUR product YOUR technical expertise Your availability YOUR service and THEIR price. THE GUERRILLA GROUPinc
  14. 14. GUERRILLA SELLING GUERRILLA SELLING Why you don't want price shoppers as customers: They gobble up your time They do all the complaining They brag about the deal they got They’ll steal your ideas, information and knowledge You establish a precedent THE GUERRILLA GROUPinc
  15. 15. 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 double your unit sales volume by just to make up the difference. THE GUERRILLA GROUPinc
  16. 16. GUERRILLA SELLING GUERRILLA SELLING Do the Math: Total Sales $1,000,000 COGS $650,000 65% Gross Margin $350,000 35% G&A Fixed $200,000 20% COS Variable $150,000 15% Potential Profit: 20¢ THE GUERRILLA GROUPinc
  17. 17. GUERRILLA SELLING GUERRILLA SELLING Do the Math: Total Sales $ 900,000 100% COGS $650,000 72.2% Gross Margin $250,000 27.8% 20% GS&A Fixed $200,000 20% COS Variable $150,000 15% Potential Profit: 11.1¢ THE GUERRILLA GROUPinc
  18. 18. GUERRILLA SELLING GUERRILLA SELLING You Have to Increase Sales $1,801,801.80 80% increase in Dollar Sales just to 80% increase in Dollar Sales just to make the same amount of money. make the same amount of money. But DOUBLE the unit sales But DOUBLE the unit sales The lower your margin the worse it The lower your margin the worse it gets gets THE GUERRILLA GROUPinc
  19. 19. Low Bidder “How did I go broke? I was the low bid!”
  20. 20. GUERRILLA SELLING GUERRILLA SELLING On the Other Hand: If you RAISE your price by 10% you can lose 34% of your sales and STILL break even. THE GUERRILLA GROUPinc
  21. 21. GUERRILLA SELLING GUERRILLA SELLING Sell The Total Product • Generic • Expected THE GUERRILLA GROUPinc
  22. 22. GUERRILLA SELLING GUERRILLA SELLING What They Really Need: Two or more vendors Technical and engineering help On-time delivery Minimize downtime Clinical education To buy what they’re told to buy THE GUERRILLA GROUPinc
  23. 23. GUERRILLA SELLING GUERRILLA SELLING What They Really Need: Feel like they’re taking better care of the patient Meeting business needs Minimize service and repair costs Avoid over-engineering the solution THE GUERRILLA GROUPinc
  24. 24. GUERRILLA SELLING GUERRILLA SELLING What They Really Need: Workflow and productivity solutions Timely and accurate CPT billing Predictability and consistency Responsive, courteous and timely action by vendors when they have questions or problems Look good to their boss. THE GUERRILLA GROUPinc
  25. 25. “Discouraging data on that new antidepressant.”
  26. 26. GUERRILLA SELLING GUERRILLA SELLING Sell The Total Product • Generic • Expected • Augmented THE GUERRILLA GROUPinc
  27. 27. GUERRILLA SELLING GUERRILLA SELLING The Law of the Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.” THE GUERRILLA GROUPinc
  28. 28. GUERRILLA SELLING GUERRILLA SELLING Philip’s Position in the Market We’re #4 in CT – Leader in Cardiac Imaging – Leader in Cardiac Imaging » CT, 64, 128, 256, CV, Hybrid CV » CT, 64, 128, 256, CV, Hybrid CV – 256 iCT Platform – 256 iCT Platform – 130 units installed – 130 units installed Don’t let others tell your customers where you’re positioned THE GUERRILLA GROUPinc
  29. 29. GUERRILLA SELLING GUERRILLA SELLING Philip’s Position in the Market Unified Approach leveraging relationships and solutions across modalities Tell the Full Story – “The Company That Cares” – “The Company That Cares” The Year of the Upgrade UPSELL! the 64 to 128 or 256 THE GUERRILLA GROUPinc
  30. 30. Brussels Sprouts
  31. 31. GUERRILLA SELLING GUERRILLA SELLING Sell The Total Product • Generic • Expected • Augmented • Potential THE GUERRILLA GROUPinc
  32. 32. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Quality Authenticity Stability Reliability Social or Ecological Values THE GUERRILLA GROUPinc
  33. 33. GUERRILLA SELLING GUERRILLA SELLING “Mr. Colton, do we stand behind our products?” Customers Will Pay More Knowledgeable salespeople THE GUERRILLA GROUPinc
  34. 34. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Knowledgeable salespeople Reputation Partnership Consistency Customization THE GUERRILLA GROUPinc
  35. 35. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Authority Popularity Exclusivity Scarcity Trade-in THE GUERRILLA GROUPinc
  36. 36. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Miniaturization Ruggedization Availability Delivery Expediting THE GUERRILLA GROUPinc
  37. 37. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Flexibility Financing Advanced technology Arrives in perfect condition THE GUERRILLA GROUPinc
  38. 38. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Problems fixed quickly THE GUERRILLA GROUPinc
  39. 39. “You really should have called me sooner.”
  40. 40. 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 THE GUERRILLA GROUPinc
  41. 41. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Local Sourcing – 82% have consciously supported local or – 82% have consciously supported local or neighborhood businesses neighborhood businesses Brand Names Referral THE GUERRILLA GROUPinc
  42. 42. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Reduced liability THE GUERRILLA GROUPinc
  43. 43. GUERRILLA SELLING GUERRILLA SELLING Customers Will Pay More Reduced liability More fun. THE GUERRILLA GROUPinc
  44. 44. GUERRILLA SELLING GUERRILLA SELLING To Arrange for Orvel Ray to Speak to Your Convention, Conference or Sales Meeting OrvelRay@GuerrillaGroup.com Call: 800-247-9145 to receive a Complimentary Video Demo www.GuerrillaGroup.com for details THE GUERRILLA GROUPinc
  45. 45. Blank Slide
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