Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Selling in Tough Times Ear to the ground When your price is higher than the competition’s, the amount of the difference has significance. A buyer may decide to pay 10 percent more to deal with you on a $500 order. If you’re talking about 10 percent on a $50,000 order, the stakes change. Yes, the buyer likes you, but not that much! Remember, in tough times your customer feels increased pressure because the boss subjects all decisions to higher levels of scrutiny. A loyal buyer may never have expressed a single concern about your price in the past, but you should give thought to how you fit in the current business environment. Don’t wait until you lose business to react. There will always be bargain hunters interested in cutting costs, but great salespeople know there are plenty of people who want their offering and will pay for it. Talk to prospects and customers about pricing issues. Give me a second chance Some customers allow you to revise your bid when your price is high. Others won’t for reasons relating to ethics, personal preferences, or company buying rules. If you know you won’t get a second chance, talk to the buyer about pricing before giving them your bid. Look for clues that help you craft a proposal. category where you fit? product? substitutes for your product? Great salespeople aren’t scared by price. They welcome discussions because they provide insight into how prospects and customers think. Their expertise allows them to communicate the value of their offering and explain why they believe it’s worth every penny. There will always be bargain hunters interested in cutting costs, but great salespeople know there are plenty of people who want their offering and will pay for it. Look for buyers who fit. Talk price with confidence. Recognize you make a difference by how you treat people. Whether times are good or bad, take skills to the next level and sell more. Linda Bishop has spent over 20 years in sales and marketing. She was previously vice president of marketing for IPD printing, presently owned by RR Donnelly. In 2005, she started Thought Transformation, a national firm dedicated to helping clients add sales dollars by developing an educated and professional sales force. P14 CANVAS AUGUST 2008