This short presentation looks at why so many businesses are reluctant to increase their prices often through misconceptions about their ability to control the price they charge, and how price objections are more often than not used as a cover for other objections.
Pricing what buyers mean when they say " You're to Expensive"
1. The Psychology of Pricing
or
Why we are frightened of
raising our prices
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2. • Business Owners and Sales People alike
often put failure to close new business to
price:
• Through common misconception on how
to price correctly
• A failure to understand the possible
reasons behind “Your too expensive”
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14. People buy Products / Service on more than price.
• Your most loyal customer buys from you not only because he likes
the price of your Product/Service but for a whole range of other
reasons including,
• service,
• convenience,
• location,
• inertia,
• loyalty,
• lack of alternatives
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15. What Buyers Really Mean When You’re Too
Expensive
• You're visited by a salesman who can't articulate the benefits
of his product. What do you tell him when he asks for the
business?
• I’m sorry but your presentation did not make sense
• OR
• I'm sorry but you’re too expensive.
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16. What Buyers Really Mean When You’re Too
Expensive
• You're visited by a salesman who you just don't like. What do
you tell him when he asks for the business?
• I’m sorry but I just don’t like you and I’d rather cut my leg off
than give you the business
• OR
• I'm sorry but you’re too expensive.
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17. What Buyers Really Mean When You’re Too
Expensive
• You're visited by a salesman who is selling an old outdated
product. What do you tell him when he asks for the business?
• I’m sorry but your product isn’t up to it?
• OR
• I'm sorry but you’re too expensive.
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18. • Work out what it costs for you to sell your
product/service in Detail
• Include ALL overheads as well as labour
and materials
• Decide how much profit you want to make
and add that to your costs
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19. • That gives you your sales price
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21. • Don’t be afraid of increasing price
• Increase prices regularly
• Declare price increases if a major cost
component increases
• Regular price increases conditions your
customers to expect price increases
• Not increasing prices conditions your
customers not to expect price increases!
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