Table of Contents
Preface: I Want to Help You Get Your Price v
Part I You Can Be a Dragon Slayer 1
1 Facing Reality 3
2 Factors That Affect Price Sensitivity 10
3 Price Shoppers 17
4 Buyers Want More than a Cheap Price 22
5 Competing on Price 28
6 Price and Value 34
Part II The Shortest Distance Between Two Points is a Straight Line 39
7 Preparing to Sell in a Price-Sensitive Market 41
8 Preemptive Probing 50
9 Presenting Your Solution 60
Part III You Can Persist When They Resist 71
10 Handling Objections 73
11 Price Precepts 83
12 Four-Step Price Objections Response Model? 90
13 Responding to Price-Based Money Objections 99
14 Responding to Cost-Based Money Objections 109
15 Responding to Value-Based Money Objections 115
16 Responding to Game-Based Money Objections 128
17 Responding to Procedural-Based Money Objections 137
Part IV Lagniappe 143
18 Developing a Discount Discipline 145
19 Raising Prices 156
20 Competitive Bidding 169
21 Final Thoughts 176
Index 179