How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee

Overview

The toughest challenge that salespeople and business leaders facetoday is the battle against lower-priced competitors. How you dealwith that will probably determine whether your business thrives ordies.

For decades, businesspeople have tried to solve the problem bycutting prices and making up the loss through higher volume. It'sone of those old business myths that just won't die—but it'sreally just a recipe for disaster! Even if the strategy works,another competitor will ...

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Overview

The toughest challenge that salespeople and business leaders facetoday is the battle against lower-priced competitors. How you dealwith that will probably determine whether your business thrives ordies.

For decades, businesspeople have tried to solve the problem bycutting prices and making up the loss through higher volume. It'sone of those old business myths that just won't die—but it'sreally just a recipe for disaster! Even if the strategy works,another competitor will probably come along and do the same thingto you! It's a vicious cycle that never ends, unless you find a wayto break out of it.

In How to Sell at Margins Higher Than Your Competitors, salesgurus Lawrence Steinmetz, PhD, and William Brooks show you how tostop racing your competitors to bankruptcy court and start sellingat prices that actually earn you a profit. They explain thatbusiness is a game of margins, not volume, and that competing onprice might be a surefire way to increase your sales—but itwill run your business into the ground.

Steinmetz and Brooks explain that the problem isn't yourcompetition; it's the mistaken belief among businesspeople thatcustomers only choose products or services based on price, rate, orfee. The truth is that people buy what they buy for lots ofreasons, only one of which is price. If you're competing withsomeone willing to lose money to gain market share, the cure is togive customers a reason to buy what you sell other than price.

This one-of-a-kind sales guide shows you how to find thecompetitive advantage that lets you sell at higher prices. Plus, itpresents proven strategies for selling based on value rather thanprice, how to price products or services correctly in the firstplace, how to withstand pressure to cut prices, and how to put itall together into a sales strategy that keeps you profitable.

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Product Details

  • ISBN-13: 9780471744832
  • Publisher: Wiley
  • Publication date: 10/21/2005
  • Edition number: 1
  • Pages: 272
  • Sales rank: 387,233
  • Product dimensions: 6.34 (w) x 9.20 (h) x 0.74 (d)

Meet the Author

LAWRENCE L. STEINMETZ, PhD, is President of High YieldManagement, Inc., and the author of twelve books. An expert onhigh-priced selling, he has consulted with many Fortune 500companies and trained more than 200,000 salespeople in public andprivate seminars and keynote addresses.

WILLIAM T. BROOKS is a leading authority on sales andsales management. A Certified Management Consultant, he hasdelivered thousands of presentations, training sessions, andkeynote addresses. He is also the author of The New Science ofSelling and Persuasion, also from Wiley.

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Table of Contents

Chapter 1: Employers Can Fail or Go Broke—And Yours Can, Too.

Chapter 2: But Competition Keeps Cutting My Price.

Chapter 3: Determining Your Competitive Advantage.

Chapter 4: Service as Your Competitive Advantage.

Chapter 5: Why You Really Shouldn’t Mess withPrice-Buyers.

Chapter 6: What Buyers and Customers ReallyNeed—Hint: ItIsn’t Low Price.

Chapter 7: Things Buyers Would Like Besides a Low Price.

Chapter 8: Your Competitors’Delivery Problems Will Get YouProfitable Sales.

Chapter 9: Yeah, But I’ll Make More Money If I Cut MyPrice—And I Don’t Care If My Employer Does GoBroke.

Chapter 10: How to Face a Competitor’s Price Cuts.

Chapter 11: The Two Cardinal Sins of Selling.

Chapter 12: Buyers Make Good Liars . . . If You Let Them.

Chapter 13: How to “Hang in There” under IntensePressure to Cut Your Price.

Chapter 14: Indicators That You Are Underpricing.

Chapter 15: Indicators That You Are Overpricing.

Chapter 16: How Prospects Will Attempt to Get You to Cut YourPrice.

Chapter 17: How to Finalize a Transaction When You’reFaced with Price Resistance.

Chapter 18: General Guidelines on How to Price.

Chapter 19: Final Thoughts on Selling at Prices Higher Than YourCompetitors.

Appendix: The Premium Price Seller’s Ready ReferenceGuide.

Notes.

About the Authors.

Index.

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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted November 16, 2005

    Must read material for everyone!

    This book is fantastic. It gave me real insight into buying and selling. It's written in a direct way and the experience of the authors really comes through. It's not a theoretical textbook, it's hands on experience. Price is the 800lb. gorilla in the corner of a capitalist's party. This book shows how to walk up and introduce yourself with confidence.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 23, 2005

    Hire only Salespeople who have read this book

    We immediately started implementing the recommendations from the book in our organization. It's a real morale booster.

    Was this review helpful? Yes  No   Report this review
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