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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