Putting prices to the test: Gifted money does not make customers happy


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The relationship between sellers and their prices is not always untroubled. So some orders come only with high discounts. However, although sellers give away cash, their customers are not satisfied.

Putting prices first: Gifted money does not make customers happy with discounts


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Oliver Schumacher Oliver SchumacherOliver Schumacher is sales trainer and speaker.

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The price is a point of view

Sellers keep their prices frequent for their weakness and give rash discounts. Really professional sellers stand behind their prices. They communicate this so naturally, that their opponent rarely sees a problem in it.

At the customer, a corresponding value for the offer is established during the course of the call. The price becomes a quality feature. If the customer's consideration is the same, the price is also accepted.

Discounts for fear

Very few customers buy just like that. They want the security of the best offer. They ask and haggle for an even better price.

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In the case of poorly trained employees, discount demands lead to stress. They fear that the desired order will not be fulfilled. In order to end this call phase as quickly as possible, many are willing to buy the order with discounts.

Do not go to the limit

Which sellers do not want to place orders? If he has a discount margin of ten per cent, many people like it right away, because he hopes to get the final result. And then he crosses his negotiating margin because the customer continues to act.

Discounts reduce the profit

Forgot: Every penny discount is missing as income. No economically working Company can survive in the long term if it only covers its own costs - it also has to generate profits.

That is why every salesperson has to be aware that he deals with unnecessary discounts just as badly for the company as a cashier who steals cash from the cash desk.

Not every customer is worth his trouble

Not every prospective customer is equal to a customer - that must know a provider. Customers have different initial situation and requirements. Also the price is not the same.

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Some customers can be clarified by good advice that he makes a mistake if he does not invest more money into a more appropriate performance. Other 'customers' do not want to buy from the beginning with this seller. Their interest is aimed at 'theft' or a written alternative offer to blackmail house vendors.

Identify customer intentions

Such prospective customers will not buy even with high discounts. If so, then maybe once, but not necessarily regularly. With the right questions, professional sellers can test the seriousness of the inquiries.

They only invest their time during the projects, which also have real order chances. So with customers who see a corresponding value in the offer, and have a corresponding price.

Discount request - the hidden no

Many customers say to the vendor prefer "they are too expensive!" As the truth. This is often more unpleasant: customers doubt the quality, do not trust the seller or have not understood his solution, but do not want to say that.

Beginners in the sale then confuse the discount request of the customer with a buy signal. They believe that only the price between them and the order is left. But even with generous discounts, the customer can not buy, because even the unspoken is between them. Then the seller makes more discount with each percentage point more unbelievable.

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Customers, too, want a sense of achievement

Customers want to be able to say after a purchase "Negotiation was not easy, but I made a good price." That's why professional sellers sell at higher prices.

They succeeded in staging the price negotiation in such a way that the customer stands well when signing the contract.

Discounts are not an order guarantee

It can happen that a seller immediately offers the customer the best possible discount of eight percent in order to make the order fast - and the customer still does not buy.

The other seller, on the other hand, gets the order for a half-hour price negotiation at 3% with the same customer - and the customer feels completely comfortable.

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