Customers act of contradictory
Customers are unpredictable. They get upset when, after refueling a few miles away, the fuel is two cents cheaper.
On the other hand, they spend a lot of money because they really want something that does not fit their needs. But reason number 1, why both private and business customers like to trade, is the fun of negotiating - the will to succeed.
Many buyers are trained to make the seller aware that his offer is interchangeable and the only relevant is the price.
They have the task of pushing the price. They are paid for this. Also, the products to be procured with the previously defined minimum quality must fit into a budget specification.
Who asks wins
It is quite normal that buyers ask for a discount to get better prices. They also know exactly who is asking. The estate does not come by itself.
On the other hand, the seller should know that corporate buyers are often unaware of what they are shopping for. But everyone can talk about a prize.
The body as a traitor
If the seller is not at his price, his counterpart will feel it (by the way, also on the phone). As with children who have "eaten up", they usually reveal their body language, voice and eye contact.
They automatically attract suspicion. That is why it is so fundamentally important for sellers to sell the price to themselves first. Only then can this be confidently enforced with the customer.
Sellers should practice intensely how they respond appreciatively to estate claims. A snap at the first demand signals that more is possible. It is better to consider in advance whether you can offer the buyer a “candy” if a direct discount is not immediately possible.
In general, claims for a price reduction should be repelled at least twice at eye level. Thus many orders can be made without any discounts. If they are necessary, the customer has at least a success story.
Buyers like to work with the so-called salami tactics: they keep opening new barrels in order to “take off” the seller more and more. Sellers shouldn't fall for that. By making them binding from the start, they can counteract this tactic. The question is often enough: "Is there anything else besides the price that keeps you from buying?" If there is no clear answer, there is usually something else. But then a "What is it?" follow to clarify the situation.
If the first question comes up with a clear NO, a reformulation often brings clarity: “That means that we only do the job today if we agree on the price. Is that so?". It would be wrong to react immediately with a discount offer.
It is better to ask the customer about the price. If the asking price is excessive, the seller can still reject it as friendly as it is clear: “I'm sorry, I really can't do that. But let's see how else we can do business. What do you expect from it when you work with our product? ”
Practice how to better enforce your prices. Your prices will ultimately be the cost in your Company covered. The better you can enforce your prices, the more profitable the order for your business.
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German edition: ISBN 9783965960923
English version: ISBN 9783965960954 (Translation notice)
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