GUERRILLA SELLING GUERRILLA SELLING Presented by: Presented by: UPSELL! Overcoming Price Barriers UPSELL! Overcoming Price Barriers Orvel Ray Wilson, CSP Orvel Ray Wilson, CSP
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Jun 26, 2015
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GUERRILLA SELLINGGUERRILLA SELLING
Presented by:Presented by:
UPSELL! Overcoming Price BarriersUPSELL! Overcoming Price Barriers
Orvel Ray Wilson, CSPOrvel Ray Wilson, CSP
GUERRILLA SELLINGGUERRILLA SELLING
Overcoming Price BarriersOvercoming Price BarriersEconomic UncertaintyEconomic Uncertainty
GUERRILLA SELLINGGUERRILLA SELLING
GUERRILLA SELLINGGUERRILLA SELLING
Overcoming Price BarriersOvercoming Price BarriersEconomic Uncertainty
Ruthless Competition
Economic Uncertainty
Ruthless Competition
GUERRILLA SELLINGGUERRILLA SELLING
Overcoming Price BarriersOvercoming Price BarriersEconomic Uncertainty
Ruthless Competition
Customer Expectations
Economic Uncertainty
Ruthless Competition
Customer Expectations
GUERRILLA SELLINGGUERRILLA SELLING
Overcoming Price BarriersOvercoming Price BarriersEconomic Uncertainty
Ruthless Competition
Customer Expectations
Pressure on Prices and Margins
Economic Uncertainty
Ruthless Competition
Customer Expectations
Pressure on Prices and Margins
Low Bidder
“How did I go broke? I was the low bidder!”
GUERRILLA SELLINGGUERRILLA SELLING
“Sadly, we have created our own problem.“Sadly, we have created our own problem.
“When the economy went south, so did sales people's willingness to sell on value. Instead, they panicked and went straight to dropping their pants on price. This abandonment of a solid sales strategy, and value-based selling has led us to where we are today.”
“When the economy went south, so did sales people's willingness to sell on value. Instead, they panicked and went straight to dropping their pants on price. This abandonment of a solid sales strategy, and value-based selling has led us to where we are today.”
Andrew LingenfelterDirector of Network Managed Services
Bay Pointe Technology
Andrew LingenfelterDirector of Network Managed Services
Bay Pointe Technology
GUERRILLA SELLINGGUERRILLA SELLING
What do we Mean by “Guerrilla”?What do we Mean by “Guerrilla”?
The most successful marketing series in history:
GUERRILLA SELLINGGUERRILLA SELLINGThe most successful marketing series in history:
GUERRILLA SELLINGGUERRILLA SELLING
Why you don't want price shoppers as customersWhy you don't want price shoppers as customers
They gobble up your capacity–If you cut your price by 10%,
you have to increase your volume by40% just to make up the difference.
They gobble up your capacity–If you cut your price by 10%,
you have to increase your volume by40% just to make up the difference.
GUERRILLA SELLINGGUERRILLA SELLING
Why you don't want price shoppers as customersWhy you don't want price shoppers as customers
They gobble up your capacity–If you cut your price by 10%,
you have to increase your volume by40% just to make up the difference.
You establish a precedent
They gobble up your capacity–If you cut your price by 10%,
you have to increase your volume by40% just to make up the difference.
You establish a precedent
GUERRILLA SELLINGGUERRILLA SELLING
Why you don't want price shoppers as customers:Why you don't want price shoppers as customers:
They’re less discerningThey’re more demandingThey’re often disloyalNobody ever gets fired for paying too much.
They’re less discerningThey’re more demandingThey’re often disloyalNobody ever gets fired for paying too much.
GUERRILLA SELLINGGUERRILLA SELLING
What to say when you're asked to cut your price:What to say when you're asked to cut your price:
“Well, it’s a lot like buying oats.” “Well, it’s a lot like buying oats.”
GUERRILLA SELLINGGUERRILLA SELLING
What to say when you're asked to cut your price:What to say when you're asked to cut your price:
“Well, it’s a lot like buying oats.”
“Why are you so much more expensive than (the competition)?”
“Well, it’s a lot like buying oats.”
“Why are you so much more expensive than (the competition)?”
GUERRILLA SELLINGGUERRILLA SELLING
What to say when you're asked to cut your price:What to say when you're asked to cut your price:
“Well, it’s a lot like buying oats.”
“Why are you so much more expensive than (the competition)?”
“I RILLY wish I could, but. . .
“Well, it’s a lot like buying oats.”
“Why are you so much more expensive than (the competition)?”
“I RILLY wish I could, but. . .
GUERRILLA SELLINGGUERRILLA SELLING
What to say when you're asked to cut your price:What to say when you're asked to cut your price:
“Well, it’s a lot like buying oats.”
“Why are you so much more expensive than (the competition)?”
“I RILLY wish I could, but. . .
“What do I tell my next customer?”
“Well, it’s a lot like buying oats.”
“Why are you so much more expensive than (the competition)?”
“I RILLY wish I could, but. . .
“What do I tell my next customer?”
GUERRILLA SELLINGGUERRILLA SELLING
What to say when you're asked to cut your price:What to say when you're asked to cut your price:
“I’d rather justify my price now, than have to apologize for poor quality later.”
“I’d rather justify my price now, than have to apologize for poor quality later.”
GUERRILLA SELLINGGUERRILLA SELLING
What to say when you're asked to cut your price:What to say when you're asked to cut your price:
“I’d rather justify my price now, than have to apologize for poor quality later.”
“What makes you think that I wouldn’t give you the best possible price right up front?”
“I’d rather justify my price now, than have to apologize for poor quality later.”
“What makes you think that I wouldn’t give you the best possible price right up front?”
GUERRILLA SELLINGGUERRILLA SELLING
How to Counter Dirty TricksHow to Counter Dirty TricksSplit the Difference
Itemizing
The Crunch
The Stall
Split the Difference
Itemizing
The Crunch
The Stall
GUERRILLA SELLINGGUERRILLA SELLING
How to Counter Dirty TricksHow to Counter Dirty TricksQuota Time
The First-Timer
False Quote
The Tantrum
Quota Time
The First-Timer
False Quote
The Tantrum
GUERRILLA SELLINGGUERRILLA SELLING
“Terrible Forty-twos”
The Terrible Forty-Twos
GUERRILLA SELLINGGUERRILLA SELLING
When You Shouldn’t NegotiateWhen You Shouldn’t Negotiate
When you’re sold out
When the demands are unethical
When you’re time pressured
When they act in bad faith
When waiting would improve your position.
When you’re sold out
When the demands are unethical
When you’re time pressured
When they act in bad faith
When waiting would improve your position.
GUERRILLA SELLINGGUERRILLA SELLING
What to do with Difficult, Demanding or Dishonest Customers?
What to do with Difficult, Demanding or Dishonest Customers?
Refer them to the competition. Refer them to the competition.
GUERRILLA SELLINGGUERRILLA SELLING
Why Customers Buy:Why Customers Buy:
GUERRILLA SELLINGGUERRILLA SELLING
Why Customers Buy:Why Customers Buy:ConfidenceQualityServiceSelectionPrice
ConfidenceQualityServiceSelectionPrice
GUERRILLA SELLINGGUERRILLA SELLING
Why Customers Buy:Why Customers Buy:1. Confidence2. Quality3. Service4. Selection5. Price
1. Confidence2. Quality3. Service4. Selection5. Price
GUERRILLA SELLINGGUERRILLA SELLING
To Sell at Higher PricesTo Sell at Higher PricesNever give your product away
Know your competition
Expect the Sale
Collect Testimonials
Never give your product away
Know your competition
Expect the Sale
Collect Testimonials
GUERRILLA SELLINGGUERRILLA SELLING
To Sell at Higher PricesTo Sell at Higher PricesDon’t telegraph that it’s is negotiable
Manage damaging information
Don’t telegraph that it’s is negotiable
Manage damaging information
“Discouraging data on that new antidepressant.”
GUERRILLA SELLINGGUERRILLA SELLING
To Sell at Higher PricesTo Sell at Higher PricesGive goods or services, not cash
Guarantee Everything–Sunshine Trash Service
DOUBLE it
Give goods or services, not cash
Guarantee Everything–Sunshine Trash Service
DOUBLE it
Brussels Sprouts
GUERRILLA SELLINGGUERRILLA SELLING
Develop Strong RationalesDevelop Strong RationalesNeed . . .Need . . .
GUERRILLA SELLINGGUERRILLA SELLING
Develop Strong RationalesDevelop Strong RationalesNeed . . .
Because . . .
Need . . .
Because . . .
GUERRILLA SELLINGGUERRILLA SELLING
Develop Strong RationalesDevelop Strong RationalesNeed . . .
Because . . .
Only. . .
Need . . .
Because . . .
Only. . .
GUERRILLA SELLINGGUERRILLA SELLING
What to do when they really CAN get it cheaper What to do when they really CAN get it cheaper
Compared to what?–What the customer REALLY wants is . . .–YOUR product–YOUR service –YOUR reputation–and THEIR price.
Compared to what?–What the customer REALLY wants is . . .–YOUR product–YOUR service –YOUR reputation–and THEIR price.
GUERRILLA SELLINGGUERRILLA SELLING
What to do when they really CAN get it cheaper What to do when they really CAN get it cheaper
Call their bluff
The Spare Tire
How do you Know?
Call their bluff
The Spare Tire
How do you Know?
GUERRILLA SELLINGGUERRILLA SELLING
The GradientThe Gradient
If all you want is . . .
Price
Overhead
GUERRILLA SELLINGGUERRILLA SELLING
The GradientThe Gradient
If all you want is . . .
Price
Overhead
If money were no object . . .
GUERRILLA SELLINGGUERRILLA SELLING
The GradientThe Gradient
If all you want is . . .
Price
Overhead
If money were no object . . .
What we do is . . .
Tractor
GUERRILLA SELLINGGUERRILLA SELLING
Require Reciprocal ConcessionsRequire Reciprocal Concessions
Never concede anything without asking for something, anything, in returnReserve the right to withdraw a concessionOr reserve an unspecified concession in the future.
Never concede anything without asking for something, anything, in returnReserve the right to withdraw a concessionOr reserve an unspecified concession in the future.
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreQuality
Authenticity
Stability
Reliability
Social or Ecological Values
Quality
Authenticity
Stability
Reliability
Social or Ecological Values
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreKnowledgeable salespeopleKnowledgeable salespeople
“Mr. Colton, do we stand behind our products?”
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreKnowledgeable salespeople
Reputation
Partnership
Consistency
Customization
Knowledgeable salespeople
Reputation
Partnership
Consistency
Customization
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreAuthority
Popularity
Exclusivity
Scarcity
Disposal
Authority
Popularity
Exclusivity
Scarcity
Disposal
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreMiniaturization
Ruggedization
Expediting
Miniaturization
Ruggedization
Expediting
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreFlexibility– $1.39 iTunes w/o DRM
FinancingShort delivery timesAdvanced technologyArrives in perfect condition
Flexibility– $1.39 iTunes w/o DRM
FinancingShort delivery timesAdvanced technologyArrives in perfect condition
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreProblems fixed quicklyProblems fixed quickly
“You really should have called me sooner.”
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreProblems fixed quickly
Environmentally friendly–78% Said they would pay $2,000 more
for a car that gets 35 mpg
Benefit a third party
Problems fixed quickly
Environmentally friendly–78% Said they would pay $2,000 more
for a car that gets 35 mpg
Benefit a third party
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreLocal Sourcing–82% have consciously supported local
or neighborhood businesses
Brand Names
Referral
Local Sourcing–82% have consciously supported local
or neighborhood businesses
Brand Names
Referral
GUERRILLA SELLINGGUERRILLA SELLING
Customers Will Pay MoreCustomers Will Pay MoreTo do the right thing–SRI funds account for 11% of all the
money in U.S. financial markets
Original packing
More fun.
To do the right thing–SRI funds account for 11% of all the
money in U.S. financial markets
Original packing
More fun.
GUERRILLA SELLINGGUERRILLA SELLING
Thank You! Thank You! Email [email protected]
Go to SlideShare.net to download this presentation
Call 800-247-9145 to arrange for me to speak to your group.
Email [email protected]
Go to SlideShare.net to download this presentation
Call 800-247-9145 to arrange for me to speak to your group.
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