Worth Reading. Great article on Outselling a Price Slasher by Dave Stein
Outselling a Price Slasher
by Dave Stein
I’ve been getting emails recently from salesreps and managers asking me to provide advice on how to overcome competitors who slash prices to win. Although I’m certainly capable of providing guidance, it occurred to me that I had a section in my 2004 book How Winners Sell addressing that. So, after a bit of editing, here is the adaptation:
How do you compete against a competitor that drastically discounts at the last minute to win business?
Early in evaluation cycles prospects may say that price is a consideration, but not first on their list. Later on, once they have ignored or devalued any unique capabilities that your product or service can provide—to the point where they “can see no measurable difference between your offering and your competitor’s” — price gets elevated to the number one consideration. We’ve all seen it happen. By that…
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