PS_CH10 cont - The value does not exceed the cost Im not...

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“The value does not exceed the cost! I’m not going to buy.” Hassle to switch $20,000 price Improve co. image Costs Benefits
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“The value exceeds the costs. When can you deliver it?” Hassle to switch $20,000 price Reduce training costs; save $10,000 Reduce errors save $15,000 Reduce absenteeism; save $15,000 Increase morale Improve co. image Costs Benefits Also called value bundle
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Use up-to-date information Salespeople should ensure they have the most current pricing information available to them Establish the value Establish product value before discussing price Try to look at the objection from the customer’s point of view Sell value and quality rather than price Intangible features Use communication tools effectively Show customers quality and value The Price Objection
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Responding to Concerns 1. Listen & Ask Questions 2. Respond Truthfully 3.  Confirm
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When should you respond? Before Understand your product’s limitations Can put into perspective and lessen severity
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