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Pricer’s Points: 3 Selling Secrets for Great Prices from Liam Neeson | David Mok

First, don’t lead with price. If you don’t know what the customer needs, don’t quote the deal – period! Like Neeson’s character, if you don’t know anything about the people you are dealing with and they’re shopping for price, then don’t do it. If you are leading with price, you are simply selling on price. Anyone can do it and selling on price is a fool’s game in most situations. The odds are that you are leaving millions of dollars on the table. To get it back, first sell the value and then the price, not the other way around.

Second, focus on solving the customer’s business problems. I recall a situation where I asked a top sales professional about what allowed him to stand out. Here’s what he said: I SOLVE PROBLEMS! Simplicity is so powerful. The difference between success and failure is solving real problems. If I ask, what is the business problem your customer is trying to solve, will you be able to tell me? If not, you really haven’t figured out what exactly is your value proposition. It is critical to determine what the “particular set of skills” you provide that is better than anybody else AND how you will “kill” the customer’s business problems? There is a simple rule I go by.If the value is not clear, your price will always be too high. Go figure out how you create value and then tell a compelling story. Confidence in your value proposition equates to confidence in your price.

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3 Selling Secrets for Great Prices from Liam Neeson.

David Mok

Global Marketing Executive ◊ Pricing Champion & Thought Leader ◊ Delivers Profitable Growth ◊ Holistic Pricing Approach

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