The ‘Price Objection’ App –Farquharson/Tedesco
Arrive at destination: "When can we get this going?"
Two things happened that resulted in a different outcome. First, you planned the trip better. Research was done prior to picking up the phone. The customer's Website was reviewed. Information was requested. An idea was formulated. That idea became the centerpiece for the sales call. Second, you talked business. Their business.
As a result, the sales call wasn't about the fascinating world of printing. It was about their needs and how you can help them to grow their business. That differentiated you from the rabble and earned you a seat at a different table, one next to Power (Marketing and a Product Manager) and not just the Buyer of the document. Better prep. Better questions. Different outcome. And, most importantly, no price objection.
The best news of all is that it doesn't take an app to reach this new destination. It takes a new approach, new skills and new thinking. Different results are achieved by thinking in business terms and not printing terms. By recalculating your sales call, you get more and better appointments. You build a brand of being a problem-solver and a solutions provider. You reintroduce customer loyalty. It is the road less traveled, and it makes all the difference. PI
—Bill Farquharson, T.J. Tedesco
About the Authors
Bill Farquharson is the president of Aspire For (www.AspireFor.com).
His Sales Challenge can help drive your sales momentum. Contact him at (781) 934-7036 or e-mail bill@aspirefor.com.
T.J. Tedesco is team leader of Grow Sales, a 15-year-old marketing and PR
services company. He is author of "Playbook for Selling Success in the Graphic Arts Industry" and five other books. Contact Tedesco at (301) 294-9900 or e-mail tj@growsales.com.
