Win the Sale Without Compromising on Price
Author: Mark Hunter, CSP
Pub Date: February 2012
Print Edition: $19.95
Print ISBN: 9780814420096
Page Count: 272
Format: Paper or Softback
e-Book ISBN: 9780814420102
Buy the book:
OVER THE Y E A R S , I’ve been amazed at the number of
times salespeople have asked me how they can avoid
lowering a price to close a deal. As many times as I’ve
been asked, I know there are hundreds more salespeople wondering
the same thing. The tactic of giving someone a lower
price as an incentive to close a deal is certainly not new. It has
been going on for as long as there have been people looking to
sell something to someone else. What astounds me, though, is
that cutting prices to close a deal seems to happen regardless
of whether the item is staggeringly expensive or supercheap.
Customers want a deal, and too many salespeople are more
than willing to give that deal, regardless of the negative consequences.
But will the customer buy if the price isn’t lowered? This
is a vital piece of information to have if you want to close the
deal. Unfortunately, many salespeople don’t dig deep enough
to find the answer. The end result is the salesperson simply
resorts to lowering the price. When the salesperson gives in
once on price, the sales process usually becomes a game where
customers wait to see how low they can get the salesperson
to go on price—and everything else. Profits continue to erode
at an expanding rate until the damage is done (and even then,
some salespeople still don’t realize the extent of the damage).
The purpose of this book is to show you how you can
avoid cutting prices to close sales. I’ll even show you that
instead of cutting prices, in many cases you actually can raise
them! For some of you, this is an unheard-of concept because
never has a week gone by in your selling career that didn’t
involve lowering price, regardless of the impact on you or
I am dedicated to showing salespeople how to avoid this
habit of discounting. While it is definitely possible to stay firm
on your price (and even raise it), I’m not saying it is easy. If
you are looking for a couple of quick, easy steps, this book
isn’t for you. If, however, you want to make solid changes in
your sales process that will lead to high-profit selling, then you
have arrived at the right place. I will walk you through each
phase of the selling process, from finding the right prospects
to closing the sale. You will learn the techniques and ideas that
you can best adapt for your situation and industry.
The core of the problem rarely is a customer who is
not willing to pay. Rather, I believe the problem begins with
salespeople who do not believe in the price they are asking. If
the salesperson does not believe in the price, then there is no
way the customer will ever choose to pay anything that is not
discounted. Harboring internal doubts about price affects the
salesperson’s ability to close sales and, more important, to ensure
the profit margin.
In this book I’ll share personal stories—good and bad—
about how I have dealt with issues on sales calls. The experiences
cover a cross section of my more than twenty-five years
as a salesperson and now as a consultant and speaker on sales
and, particularly, on pricing. I think you will find that my
stories are similar to situations you have already faced or are
Many salespeople claim that price is one of the biggest
issues they confront when closing a sale. To me, it’s debatable
whether price is genuinely a big issue or simply something we
have come to believe is a big issue. I devote considerable time
in this book to helping you determine whether price is the real,
underlying issue holding back a sale or if the customer is merely
saying it is the issue. More important, I’ll show you how to
respond to the customer and even how to avoid getting into
situations where price becomes the central focus. It may surprise
you, but when selling situations are consumed with discussion
about price, it usually means the salesperson is dealing
with the wrong type of customer. You want customers who
are focused less on price and more on how your product or
service meets their needs and delivers desired benefits.
High-profit selling is all about changing how you think.
If you change how you think, you can then change how you
deal with the customer. By changing how you deal with the
customer, you can take control of the process and move yourself
away from dependence on discounting to closing sales.
In all my years in the selling profession, I have seen
countless techniques that customers use to try to get a salesperson
to lower the price. I will walk you through the more
prevalent situations, including how to handle professional
buyers and requests for proposals. My goal is to offer you solid
solutions for the problems you face. After reading this book,
you’ll be better prepared to go into your next sales call without
relying on discounting to actually close the sale. Finally,
I’ll share with you the exact steps you need to take to avoid
the many problems that can arise when a company attempts
to increase its price.
High-profit selling sounds good, doesn’t it? It does to me!
Let me show you that there is nothing wrong with high profits
when they allow both you and the customer to win.
Search the full text of this book
Search Full Text of
For single copy purchases of any AMACOM title, you can connect directly to the online retailer of your choice, from the list below, to buy the title you have selected. Most of our links will take you directly to that title on the site, making your shopping experience easier. You can also visit your local retailer, and if the book is not on their shelves they can special order it for you.
Retailers: Please contact us to change or add a listing.
Buying in Bulk?
We have very competitive discounts starting at 5 copies, as well as personal service, for bulk orders. Simply contact our Special Sales Department. Call 800-250-5308 or 212-903-8420 and ask for Special Sales. You can also email: SpecSlsWeb@amanet.org