Email for: Tayllor Criss <tayllorcriss@gmail.com>

Issue #382 December 31, 2008 – Selling and Sales Skills Newsletter
Publisher: David Riklan – http://www.selfgrowth.com

In this issue:

-- Sponsor of the Week
-- Inspirational Quotes for the Sales Professional
-- Article: Selling a Price Increase in a Soft Market - By Mark Hunter
-- Article: The Power of Storytelling - By John Di Lemme
-- Book Review: Sell Without Selling: Lessons from the Jungle for Sales Success – By Terri Levine
-- How to Subscribe and *** from this Newsletter


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*** Sponsor of the Week ***
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*** Inspirational Quotes for the Sales Professionals ***
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Whenever I hear, 'It can't be done,' I know I'm close to success.
- Michael Flatley

It is as hard to see one's self as to look backwards without turning around.
- Henry David Thoreau

It's not that some people have willpower and some don't. It's that some people are ready to change and others are not.
- James Gordon


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** Article: Selling a Price Increase in a Soft Market - By Mark Hunter **
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Selling a price increase can be difficult in nearly any type of situation, but trying to sell one in a soft market can be downright brutal. Yet, as unpleasant as it can be, it is often essential. The problem of selling a price increase in a soft market usually stems from the fact that the salesperson and the customer are coming at the situation from different perspectives. Especially in times like this, it is imperative for the salesperson to understand that regardless of what the market or economy is doing, if a price increase needs to be sold, it needs to be sold. This means that the salesperson can't go into the sales process believing that the customer is going to reject the price increase unless the deal can be saved by offering some type of discount. If they approach the meeting with this attitude, they almost guarantee failure because a customer will never pay more than a salesperson tells them to.

In these types of situations, the first thing that often happens is a comment from the customer about how soft the economy is, how prices are really going down, and therefore, how a price increase at this time doesn't make any sense. When the salesperson hears this, they usually agree because they hear and see the same thing. However, as soon as they do this, the battle is lost and 9 times out of 10, the only thing that can save it is some type of discount. To counteract this problem, when the salesperson hears the customer make this type of statement, they should ignore it. Yes, ignore it. The reason? Many times the customer merely wants to get it off their chest and by telling it to you, they feel better. The first response the salesperson should make is to ask the customer questions about how they intend to use what they're buying and whether or not they've been able to achieve the results they're looking for.

If the customer continues with their line of discussion about the economy and they can't accept the price increase, then the salesperson should ask about the steps involved in their buying process. The objective is really to get the customer talking. Initially, this can be a little scary because the customer may begin ranting about how they always go for the low price. After they get done explaining their process, the salesperson should question them about how their own customers decide to buy from them. It's in this part of the discussion that the customer begins to see how and why quality and confidence are such big items in any purchase decision. A good salesperson will then pick up on these two items and reinforce them with follow-up questions that get the customer to further explain the importance of quality and confidence. When the customer sees what they're buying in this light, the price increase becomes a much smaller issue.

Sometimes even after this conversation, there will be customers or purchasing departments who will still not accept the price increase. They usually comment that they will find another vendor to buy from. This is often a veiled threat to get the weak-kneed salesperson to cave in with a discount. For the salesperson, this type of discussion is best thwarted by ensuring the end-user fully understands the value and benefits they will receive from their product, as well as by clearly communicating the amount of pain the customer will go through should they decide to switch. First, the cost of converting to a new vendor is always much higher than initially thought, so the discount the new vendor has to offer needs to be significant. In addition, it might be easy for a customer to find a new vendor at a lower price, but on many occasions, the lower price vanishes after the initial order and, suddenly, the new vendor is at the same price as the original one. Furthermore, the new vendor will not have nearly the knowledge or expertise as the original company about how to service the customer, so the switch often winds up costing more money in the long-run.

As a final line of protection, I strongly believe the salesperson communicating the price increase should not have the authority to make any price concessions. When this power is taken away from the salesperson, it's amazing how much tougher they are in executing a price increase. By requiring the salesperson to get approval from someone else, it also takes the salesperson off of the hot seat and, many times, as soon as the customer is aware of this, they will stop badgering for a discount.

Selling a price increase in a soft economy is certainly harder than selling one in a booming market. However, as professionals, salespeople need to take the time to know and understand how to sell a price increase in all types of markets. It doesn't require herculean skills. It requires the diligence and patience to keep the discussion focused on the benefits the customer is looking for from both the product and from you, the salesperson.


About the Author

Mark Hunter, "The Sales Hunter", is a sales expert who speaks to thousands each year on how to increase their sales profitability. For more information, to receive a free weekly email sales tip, or to read his Sales Motivation Blog, visit www.TheSalesHunter.com

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** Article: The Power of Storytelling - By John Di Lemme **
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Each and every day as we are building our businesses, we all know the key to a successful presentation is a product being sold to the end-line consumer and/or sponsoring a new person. In an upcoming issue, I am going to write about the difference between making a sale and having customer loyalty in the sales process. In the sales process, you are fighting many different types of animals. For most of those who are in direct sales, you have 45 minutes to present a product/business concept and make a person believe in you, your product, and more importantly have them make a decision that they want what you are offering.

When you are presenting the business, it is very easy for you to get very factual and completely lose the interest of your prospect. When you tell a story about the success of someone who is using the product or have a person give a live testimonial about how much they love being a distributor, you will keep the interest of new people who are listening for the first time. For most of us, the first time in our lives that we were ever pesented with the concept of a live audience was back in kindergarten when we played “show and tell”. Everyone was always interested in what you were saying because you were simply telling a story. We have all heard of the famous K.I.S.S. rule: Keep It Simple Stupid. When presenting your business or product, the key play is to tell a story and keep it simple. Everyone can relate to the grandmother, who can talk about their grandchild as the most beautiful, precious child in the world. She will take you feel as if her grandchild would be such a gift to own as your own. You need to take that same simplicity and utilize it during your presentation and create the same result - ownership of your product.

As you tell stories, people will remember those stories versus all the facts in the world. “FACTS TELL, BUT STORIES SELL.” They should want to get involved in your business or purchase your product because all of the success stories that you told. People love to be part of a winning team.

Storytelling keeps people tied into you and your presentation. I always say when in doubt during a presentation, tell a story in order to bring people’s attention back to you. When I present, I ALWAYS tell many stories because when I was first introduced to direct sales, what perked my ears was a story of a young lady who had a lifestyle I wanted. The personal story of her lifestyle is what made me decide to get involved in the business. In that business, I went on to build an enormous organization and all I did was tell my story and tell the company’s story over and over!

Combining the key strategy of storytelling along with the correct mindset, you can achieve your wildest dreams!


About the Author:

John is an International Motivational Speaker, Author and Business Coach who, through his live-seminars, training programs, live teleclasses, and websites has made a reality for thousands of people worldwide.

For updates on live events, teleclasses and more visit www.john-dilemme.com.

Want to get your own FREE copy of *17 highly guarded strategies to close (open) every sale guaranteed*? Visit www.realclosingsecrets.com.

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*** Book Review: Sell Without Selling: Lessons from the Jungle for Sales Success – By Terri Levine ***
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"Sell without Selling" is a delightful fable that tackles the issue many salespeople face daily--in their hearts they hate to sell. It instantly engages anyone who sells with the story of a young business student named Christina and her struggle to learn a way to sell with ease. In the Krenker Business School of Practical Sales Advice, she learns that while sales methods have changed, good sales tactics have not. There, she learns to say goodbye to the hard sell and opens her eyes and ears to selling without selling.

Entrepreneurs, solo-preneurs, small-business owners, sales executives, managers, and sales people need this highly effective yet simple story to show them how to create more sales while giving up the sales "tricks" that won't work with today's savvy buyers. Times have changed and to generate sales, you must, too! What you're about to read might buck the trend, but it sure works!! Find out for yourself. Buy and read Sell without Selling today!

The list price for this book is $13.95. To purchase it from Amazon.com for $11.86, a 34% discount, go directly to http://www.amazon.com/exec/obidos/ISBN=1600374646/selfimprovemeonlA//