Focus on a Trade - Not a Discount
Focus on a Trade, Not a Discount
Smart buyers will always ask for a better price. Unfortunately,
too many sales people and business owners automatically think
that reducing their price is the most effective way to respond
to this request.
However, negotiating is not always about price. Although price
is a factor in virtually every sale it is not usually the
primary or motivating factor. Everything you say and do from the
first contact with a prospect affects the value of your product
or service in their mind. That’s why I believe it is important
to look at the negotiating process differently in order to
achieve better results.
First of all, invest time gathering information about your
prospective customer, his needs, situation, and buying motives.
The more information you have the more prepared you will be to
negotiate later in the sales process. Regardless of what you
sell, and to whom, information will help you negotiate more
effectively. Many of my clients tell me that their customers
care only about price, but upon further exploration, other
issues usually arise. Uncovering the key issues your customer is
facing is critical to your negotiating success.
The second most important step is to establish the value of your
product or service to your customer. Positioning is an important
factor and will affect the price your customer is willing to
pay. What pain does your product or service eliminate? How does
it solve a problem they are experiencing? How do your products
and service differ from your competitors? Most of my clients
sell premium products at a premium price. In exchange, their
customers receive better than average service, faster response
times, or higher quality products. What is your leverage and how
can you use it to increase the value of what you sell?
You have executed the above steps but price is still an issue
for your customer. What do you do now? Instead of conceding to
their request and giving them a discount, focus on creating a
trade. This means you should ask for something in exchange for
making a concession. What can you trade or ask for? Almost
anything!
A longer contract, a bigger order, more add-on items, an
introduction to another key decision-maker in the company,
access to their mailing list or client database, or payment
terms. You can negotiate for products and services that the
other person or company offers such as consulting, office
equipment, computers, furniture, business services, etc. I once
worked for an electronics company and my boss offered a
big-screen as payment for services to a potential vendor. I was
shocked when the vendor eagerly accepted because I always had
the impression that business people focused strictly on cash.
Here are a few ways you can effectively position this request.
“If I could do that price for you would you be willing to extend
the length of the contract for an additional three months?”
“If I could work that out would you be prepared to give me
advertising space?”
“The only way I could give you that is if you add one more line
of products.”
“Let’s put that aside for the time being. Would you be able to
give a similar amount of…in exchange for that concession?”
The key here is to think outside the box and explore other
options available to you.
I recall speaking to a prospective client about a training
workshop and was asked to make a concession that amounted to a
fifteen percent discount. I was not comfortable with this so I
asked my prospect if he would be willing to give me a comparable
amount of his product instead. He did not have the authority to
make such a decision but spoke to someone who did. My request
was eventually denied so my client conceded to my initial offer.
Another effective approach is to make the concession but take
something away from the initial offer. For example, you could
say, “I can do that. However, I will have to charge you for…” or
“I can do that. Do you want free delivery or after-hours service
taken out of the contract?”
Most people will expect you to keep all the conditions “as is”
but they will want the lower price. By demonstrating how much
the concession is worth you can reduce the effectiveness of
their request.
Finally, another strategy is to always ask for something in
return for making a concession even if you don’t need it. I have
been surprised how many times I have gotten something extra
simply by asking. Plus, it often prevents the other person from
asking for an additional concession because they know you will
ask for something in return.
Remember, your ultimate goal is to give away as little as
possible in order to close the sale. Every time you discount
your product or service you discount yourself and eat away your
profits.
© Copyright 2004 Kelley Robertson
