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基本説明
Readers will learn why price isn't the final determinant of whether a customer buys a product.
Full Description
Praise for How to Sell at Margins Higher Than Your Competitor
"This is the complete book for both new and experienced salespeople and business owners to learn and re-learn the essentials for success. How to Sell at Margins Higher Than Your Competitors emphasizes the pricing strategies and tactics to increase the market share and profits of any organization. This is a book that is as important to presidents as it is to salespeople."
--Bill Scales, CEO, Scales Industrial Technologies, Inc.
"As the largest service provider in our industry, we have a significant market advantage. However, we constantly walk the pricing tightrope because, as this book so clearly states, 'business is a game of margins . . . not a game of volume!'"
--John K. Harris, CEO, JK Harris & Company, LLC
"If you live and die on price, this book could be your only lifeline."
--Tom Reilly, CSP, author of Value-Added Selling and Crush Price Objections
"How to Sell at Margins Higher Than Your Competitors successfully illustrates profitable sales truths to assist us in selling for maximum return. This book's well-researched, logical, and affirming words validate the simple fact that as a premium company we deserve premium margins. So, while our competitors reduce or match prices out of fear and scarcity, our managers, thanks to this powerful sales tool, can continue quoting and closing with profitable confidence."
--Joe Bracket, President, Power Equipment Company
"I learned a long time ago that it is pretty difficult to control what my competitors will do, but we must control what we do--like maintaining margins. This book is a 'wow!' that will help my salesmen crack bad habits. Sales organizations should design their entire training programs around the content in this book."
--George C. Giessing, President, Brusco-Rich, Inc.
"This energizing book is the 'right stuff' for every sales force. It should be a required study for every executive and sales professional who seeks to be successful."
--David R. Little, Chairman and CEO, DXP Enterprises, Inc.
Contents
Chapter 1
Employers Can Fail or Go Broke—And Yours Can, Too 1 Chapter 2
But Competition Keeps Cutting My Price 12
Chapter 3
Determining Your Competitive Advantage 21
Chapter 4
Service as Your Competitive Advantage 30
Chapter 5
Why You Really Shouldn't Mess with Price-Buyers 35
Chapter 6
What Buyers and Customers Really Need—Hint: It Isn't Low Price 46
Chapter 7
Things Buyers Would Like Besides a Low Price 56
Chapter 8
Your Competitors' Delivery Problems Will Get You Profitable Sales 63
Chapter 9
Yeah, But I'll Make More Money If I Cut My Price— And I Don't Care If My Employer Does Go Broke 73
Chapter 10
How to Face a Competitor's Price Cuts 83
Chapter 11
The Two Cardinal Sins of Selling 91
Chapter 12
Buyers Make Good Liars . . . If You Let Them 105
Chapter 13
How to "Hang in There" under Intense Pressure to Cut Your Price 121
Chapter 14
Indicators That You Are Underpricing 136
Chapter 15
Indicators That You Are Overpricing 157
Chapter 16
How Prospects Will Attempt to Get You to Cut Your Price 167
Chapter 17
How to Finalize a Transaction When You're Faced with Price Resistance 197
Chapter 18
General Guidelines on How to Price 211
Chapter 19
Final Thoughts on Selling at Prices Higher Than Your Competitors 225
Appendix
The Premium Price Seller's Ready Reference Guide 233
Notes 241
About the Authors 243
Index 245
