Don't be.
From my email last week:
Daily Sales Tip: Confidently State Your Price
As you discuss price, be confident. Many salespeople lose their footing when price comes up. If necessary, practice positioning price in front of a mirror.
If you appear to lack confidence, you will invite price resistance. Of course, don't be arrogant, but confidently position your price or terms wrapped in benefits tailored to the client's needs. Link your price or terms to the value the customer gains to create value justification. After you confidently state your price/terms, be silent --the first to speak is the first to fold.
When you include pricing in the proposal, do so in a way that clearly shows all the client is getting.
Source: Sales trainer/author Linda Richardson
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