| COURSE DESCRIPTION: Customers use price objections like a bludgeon. They beat you up on price, hoping you’ll cave in. Too often, you do, unaware that the customer would NOT have abandoned the sale if you’d stood firm on price and focused on value, which is what customers REALLY care about.
Caving on price creates a Win/Lose (where you’re the loser) and it’s ultimately a failure to negotiate effectively. Negotiation is about achieving Win/Win. Some salespeople are really good at it and some just don’t “get” it. And here’s a dirty little secret, most customers who beat you up on price don’t get it either. They’re not effective negotiators, and if you know what you’re doing, you can easily put a “Win” in your column and get the sale on YOUR terms.
This conference will cover the principles of effective price negotiations, which starts with a solid understanding of how customers make decisions, the tactics they use and why they use them. Combine that with a firm understanding of, and commitment to, your own pricing strategy, and you have the basics for a successful negotiation.
You’ll learn the three realities of all sales negotiations:
- Reality # 1: Someone will always have a lower price.
- Reality # 2: There will always be price objections.
- Reality # 3: You lose less business to price than you believe.
Plus, at the end of the conference you will be able to:
- Explain the difference between negotiating and bargaining
- Describe the motives behind price objections
- Identify and isolate real objections
- Apply 8 facts that affect all negotiations
- Negotiate your price before quoting it
- Utilize concessions effectively and profitably
- Diffuse objections, stalls and tactics with 7 essential steps
- Control the negotiation without intimidation or pressure
ABOUT THE SPEAKER: David Yoho has been one of America’s leading sales, marketing and management consultants since 1978. He provides systems and structure for executives, managers, salespeople and business owners. He helps his clients outthink, outmaneuver, outsell and outnegotiate their competition – while boosting the bottom line.
He gets results. David is able to change behavior because he changes the way people think and feel. He customizes and personalizes his presentation with in-depth investigation and preparation. He integrates a variety of reinforcement practices so that people act on the most important issues.
MONEY-BACK GUARANTEE: We’re so confident you’ll get what you want out of this conference that we’ll refund your full fee if you’re not satisfied. It’s risk-free.
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