Are you attracting price shoppers
| Category: Sales Tips | Date: 2001-03-12 |
ARE YOU ATTRACTING PRICE SHOPPERS?
True price shoppers are NOT people you want as customers.
How can you recognize a price shopper?
They are people who:
1. Jump from supplier to supplier
2. Are slow to pay
3. Quick to complain
HOW TO DEAL WITH A PRICE SHOPPER
Be prepared!
Have answers ready in advance to the following questions:
"Is that the best you can do?"
"Can I get a better price?"
Your answer to # 1 could be:
"When your order is increased to six, you qualify for a quantity discount and you save $26.00. Would you like to order six?"
And in answer to the second question:
"Yes, you can. The next price break is at 12 – the toners are $54. each instead of $59. You save $60. Shall I send you 12?"
CAUTION DON’T USE THESE WORDS!
The way you advertise can actually ATTRACT price shoppers. Read your advertising copy carefully. Guard against words that imply you are selling on price, (unless you really are selling on price alone) or words that imply you are a discounter. Beware of using the following words:
Lowest prices!
Deep discounts!
Huge savings!
These words are GUARANTEED to attract price shoppers!
When you advertise with PRICE words, your customers will focus FIRST on price. When your advertising focuses on quality, value and service, your customers will focus first on quality, value and service.
If you are not a discount store, and if you do NOT want to attract price shoppers, your marketing and advertising should reflect this fact.
Good referrals are crucial to any business selling consumable products available at multiple sources. Do you really want price shoppers to refer other price shoppers to your company? That’s what may happen if you are selling on the basis of price alone!
WHEN TO USE "SPECIAL" DISCOUNTS
Your special pricing (discounts) will be more valued and appreciated when used carefully.
Examples of special pricing for *special* customers:
"Maintenance discounts" for customers who have service agreements. These can be used to entice maintenance customers who are not currently buying supplies from you.
"Frequent buyer discounts" for customers who buy supplies from you frequently, on a consistent basis
"Annual Agreement discounts." For customers who sign annual supply agreements with you. Find out more about Annual Agreements in 28 Days to Increased Telephone Sales and see measurable results in only 28 days!
DO YOU BELIEVE YOU OFFER VALUE?
According to the findings of a 15-year study conducted by a leading U.S. sales training organization, more than 90% of all salespeople volunteer a price decrease without being asked!
In addition, according to the same study, most salespeople do not believe their product or service is acually worth the price they charge!
The FIRST person who needs to be sold on the value you provide is YOU!
About the Author
Reprinted with permission
(Copyright, 2000, Ann Barr’s Selling Supplies.com) Reprint permission granted in part or whole when the following credit appears "Reprinted with permission from Ann Barr’s SellingSupplies.com Weekly E-Mail Sales Tips. To subscribe free, E-mail to: annbarr@sellingsupplies.com with "subscribe" in the subject line."
annbarr@sellingsupplies.com
www.sellingsupplies.com
True price shoppers are NOT people you want as customers.
How can you recognize a price shopper?
They are people who:
1. Jump from supplier to supplier
2. Are slow to pay
3. Quick to complain
HOW TO DEAL WITH A PRICE SHOPPER
Be prepared!
Have answers ready in advance to the following questions:
"Is that the best you can do?"
"Can I get a better price?"
Your answer to # 1 could be:
"When your order is increased to six, you qualify for a quantity discount and you save $26.00. Would you like to order six?"
And in answer to the second question:
"Yes, you can. The next price break is at 12 – the toners are $54. each instead of $59. You save $60. Shall I send you 12?"
CAUTION DON’T USE THESE WORDS!
The way you advertise can actually ATTRACT price shoppers. Read your advertising copy carefully. Guard against words that imply you are selling on price, (unless you really are selling on price alone) or words that imply you are a discounter. Beware of using the following words:
Lowest prices!
Deep discounts!
Huge savings!
These words are GUARANTEED to attract price shoppers!
When you advertise with PRICE words, your customers will focus FIRST on price. When your advertising focuses on quality, value and service, your customers will focus first on quality, value and service.
If you are not a discount store, and if you do NOT want to attract price shoppers, your marketing and advertising should reflect this fact.
Good referrals are crucial to any business selling consumable products available at multiple sources. Do you really want price shoppers to refer other price shoppers to your company? That’s what may happen if you are selling on the basis of price alone!
WHEN TO USE "SPECIAL" DISCOUNTS
Your special pricing (discounts) will be more valued and appreciated when used carefully.
Examples of special pricing for *special* customers:
"Maintenance discounts" for customers who have service agreements. These can be used to entice maintenance customers who are not currently buying supplies from you.
"Frequent buyer discounts" for customers who buy supplies from you frequently, on a consistent basis
"Annual Agreement discounts." For customers who sign annual supply agreements with you. Find out more about Annual Agreements in 28 Days to Increased Telephone Sales and see measurable results in only 28 days!
DO YOU BELIEVE YOU OFFER VALUE?
According to the findings of a 15-year study conducted by a leading U.S. sales training organization, more than 90% of all salespeople volunteer a price decrease without being asked!
In addition, according to the same study, most salespeople do not believe their product or service is acually worth the price they charge!
The FIRST person who needs to be sold on the value you provide is YOU!
About the Author
Reprinted with permission
(Copyright, 2000, Ann Barr’s Selling Supplies.com) Reprint permission granted in part or whole when the following credit appears "Reprinted with permission from Ann Barr’s SellingSupplies.com Weekly E-Mail Sales Tips. To subscribe free, E-mail to: annbarr@sellingsupplies.com with "subscribe" in the subject line."
annbarr@sellingsupplies.com
www.sellingsupplies.com
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