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WINTER 2015

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Distributor's Link Magazine Winter Issue 2015 / Vol 38 No1

76 THE DISTRIBUTOR’S

76 THE DISTRIBUTOR’S LINK Chuck Reaves Chuck Reaves, CSP, CPAE, CSO helps companies raise their prices and volumes simultaneously through innovative processes, tools and training. With his innovative presentations on sales and motivation he has inspired hundreds of people to pursue and achieve their impossible dreams. Along with pioneering many advanced sales tools and processes, Chuck’s achievements include Vistage’s ‘Impact Speaker of the Year’ honors and being named the top salesperson for AT&T. For more information please visit www.chuckreaves.com. THE PRICE OBJECTION IS NEVER VALID: USING THE P.L.U.S.H. SALES PROCESS METHODOLOGY “In the history of recorded time, no customer has ever said, ‘Your price is too high,’ and meant it.” Even though it is the most frequent objection that salespeople hear, the price objection is never valid. So, when the customer mouths the words, “Your price is too high,” what are they really trying to say It can be one of a number of things, such as: • “I don’t perceive the value to be higher than the cost” • “I don’t see any difference in your offering and your competitor’s” • “I don’t think my problem is as expensive as your solution” You will notice that the word price does not appear in any of these responses. There are two ways to sell: value-added selling and commodity selling. With commodity selling, the customer assumes all offerings are the same and so the sale defaults to the vendor with the lowest price. In valueadded selling, the customer perceives there is a difference between the offerings and makes their buying decision on cost, not price. They will perceive this differentiation when the sales professional has done their job. The only relationship that exists between cost and price is an inverse relationship. The item with the lowest price tag typically costs the most. As an example, you can purchase a shirt for or for – which costs the most The price difference is obvious but which one will CONTRIBUTOR ARTICLE last longer, look better, feel better, etc. Sales is a science, not an art. As such, successful selling follows a process. In quality terminology, this is known as standard work. Even though every salesperson is different and every customer is different, there are still measurable steps your salespeople can follow that will drive the sales process away from price and towards value. There are five principles behind a successful value-added sale. As a memory aid, these steps follow the letters in the word PLUSH. When used effectively, you can overcome or even eliminate the price objection. What would it be worth to you to never hear the price objection again P = Positioning Begin by talking to the right person. Many purchasing agents use price as the primary differentiation so who else could you sell to in the client’s organization Identify the person or department that will benefit most from what you are selling and sell to them. The purchasing agent may have been given the buying criteria from someone in another department. In that case, the buyer may not understand what they are buying well enough to alter the criteria – even if when what you bring to the table is better. Find the right person and then ask the right questions. CONTINUED ON PAGE 174

THE DISTRIBUTOR’S LINK 77 Vega Tool Corporation is pleased to introduce the Lobster Tool line of riveters to their product offering. As the sole supplier of these advanced fastening systems in North America, Vega Tool will feature cordless and pneumatic riveter options along with hand riveter and drill attachment solutions. Vega Tool will be highlighting the Cordless and High Performance Series of Pneumatic Riveters from Lobster. The R1B1 and R1B2 Cordless Riveters feature a 22mm long stroke, despite their lightweight ergonomic design, making them easy to use anywhere without the need for an air compressor. With a 19mm and 26mm stroke, respectively, the R1A1 and R1A2 High Performance Pneumatic Riveters are the lightest in their class allowing them to be used for extended periods without overtiring the user. For more information on the new Lobster Tool line of riveters available through Vega Tool visit www.vega-tool.com or call 1-800-228-2969.

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