The total package counts
Now a seller who is “run over” in this way must get the curve for professional pricing. This is not that difficult if you follow a few rules. Because here it is extremely important that sellers present their ENTIRE offer confidently and convincingly. The goal must be not only to present the product and the price, but the “total package” of all services and advantages.
It is particularly important: not “we have the better product” but “we are the better partner!” Your main task as a seller in this stage of price negotiation is to communicate this message in a credible manner.
A psychologically correct price entry
Build up your argumentation in a conversation-oriented manner and work out convincingly and excitingly both the rational and the emotional benefits. Your customer must finally be convinced that only YOU are the ideal partner for him. If you do that, then the price slips slowly to a next door.
Very important: do not call your price hesitant or apologetic. But confidently, directly, with a firm voice, from which the pride to offer such high-quality products or services can be heard.
So you come to a positive conclusion
Develop a positive inner attitude to the price conversation. Show self-awareness! Take action of course! Take action by yourself! These practices and basic rules help to achieve a positive conclusion:
- Formulate customer-oriented: Present the advantages and benefits of your offer for your customers and the conversation partners in a crystal-clear manner. Do not say “It costs” but “You get…
- Sell from top to bottom: Always offer the “full equipment” instead of a “savings version”. Round up instead of down.
- Create valuable negotiating masses for yourself: Take all the costs into the offer. In practice, this is often given away, as certain expenses are simply overlooked!
- How to deal with pressure through offensive alternatives: Suppose you submit an offer for € 150.000. The buyer’s reaction: “You still have to get 10% down.” This is the moment to pull an offensive alternative from your sleeve. They answer "That would be conceivable if ...". Then list what's most Sense makes for you, e.g. For example, "if you add another product from our company to your range" or "if you buy a larger quantity, I can grant you special net prices." Make realistic counterclaims instead of dismissing them in horror. Reacting correctly here has already saved some price negotiations from the final end.
If you have now given your price confidently and convincingly, you go to level three of the price negotiation step, the professional offer management. In practice there are endless missed opportunities.
Individually must be
Companies are putting huge sums of money into the sand because they do not encourage their salespeople to create offers efficiently and individually and to follow them professionally. Especially in this important phase something goes wrong.
Buyers hate nothing more than to receive irrelevant standard offers that you can tell at a mile against the wind that they were not created individually and tailored to their needs. Nevertheless, many sellers send out such pamphlets again and again. This is fatal and wrong! Because this type of offer leaves the buyer with no choice but to plunge immediately into the price and want to push it down.
The offer as a written sales discussion
Most sellers hand over quotations to clerks. They know neither the companies involved nor the contact persons, often do not receive any background information and can therefore only proceed according to scheme F.
The wishes of the customers are almost never to the person who creates the offer. This is the place where immense potential is lost to create an offer that has high chances to be accepted.
The standard does not interest
Because: nobody is interested in standard options. Companies that allow this throw money away! Information such as "what is important to the customer, which solution he is looking for" falls through the communicative rust and is lost forever. This is how companies unwittingly lose high sales. What a waste!
An offer is a written sales talk. Therefore, a target-oriented offer can only be created directly by the seller, since he has conducted the discussions with the customer and knows the wishes and needs. The seller should also always be the first point of contact for the purchasing departments and without exception take care of the follow-up of the offers.
Follow up, follow up, follow up
The best individualized offer is of no use if sellers send it and then remain inactive. Very many orders do not come about, because a professional and strategic follow-up of the offers is not.
In this phase in particular, many sellers are extremely unsure of which steps to take and when. "Do I follow up at all?" "If so, when?" Many then say: "Yes, but the customer never came back." Logically, the customer or future customer has piles of offers on his desk. Anyone who does not subtly and succinctly remember himself and his offer has already lost.
The art of correct comprehension
Customers want to feel coveted, have the feeling that you are staying with them. Witty sellers already announce in the offer on which day they will report again and do so on exactly that date. Killer statements like "Has my offer arrived and something has already been decided?" should be avoided.
Whoever asks, receives a succinct answer that nothing has been decided, and the conversation is over. The correct question is: “Does my offer correspond to your ideas?”. Then the other party has to express itself clearly and say, yes it fits or communicate what the company still wants. In the former case, the seller can immediately hook up and ask whether he can confirm the order. In the second case, he is given the opportunity to make improvements and additions.
Here, the circle closes for the careful provision of services. Most buyers are so glad to receive a well-founded, personalized offer that meets their needs, that you can then accept without a long time torch and award the contract.
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