DeWese--A (Ma?ana) Man Who Can't Say No
How to overcome the price objection in a competitive situation—Charlie, for this I should have charged an all-expense-paid trip for 200 kids to the World Series. This is no seminar. It's a two-year program for a master's degree.
Most salespeople hear they are 20 percent too high and say, "Gee, I don't know how your printer can do it for that. Thanks. Bye." Click.
In order to overcome price objections, you have to keep the buyer talking and revealing things to you. You should be asking a long series of "what if" questions to get at how you might add value that overcomes that 20-percent difference. The most important task is, however, the need to keep them talking. As soon as you "resign" from a pricing objection, you are dead meat.
Discussion of what should constitute a typical day— One of Charlie's salespeople asked for this one. OK: In the plant by 6 a.m. Write up jobs, do paper work and meet with CSRs until 8 a.m. Prospect for five hours and call on existing accounts for five hours. Do this five days a week for five years and you will be in the 39.6-percent income tax bracket.
Discussion on how to sell the most profitable printing and how to target the most profitable customers—Charlie, this is a Ph.D. in print sales. There are only 11 print salespeople in America who do this consistently well. For this answer, you will have to sponsor the inner city little leagues in New York, Chicago and Los Angeles. Actually, how to do these things is not that hard for me to answer. The question is: "Will a salesperson do it once they know how?"
Oh, man. I wish I could say no. Charlie has given me a lot of work for a morning seminar. I'm going to test your ability to say NO.