Discount StampAs a salesperson, you’re charged with selling.

Undoubtedly, you have a quota or objective to meet, and for many salespeople it’s not just a volume amount, but also a dollar amount.

Objective for most salespeople is to ensure their sales reach a specific dollar amount.

The best way to do this is to minimize the use of discounts and maximize the revenue from each sale.

What is interesting about this normal objective is it runs counter to what far too many salespeople believe.

I find way too many salespeople struggling to sell at full price. They feel the only way they can close sales is with a discount.   To them their list price is simply too high, and giving a discount to close a sale is standard operating procedure.

When I encounter salespeople like this, I love to ask them how they view prices when they’re buying something.  I ask them what they’re willing to pay and not willing to pay for items.   What I find out is absolutely amazing.

Almost without exception, the salesperson who can’t close a sale without a discount is the same person who won’t buy anything unless they get a discount.  To them paying full-price for anything is simply something they can’t do.

Doesn’t this begin to make you wonder if there isn’t some sort of correlation between the two?  That’s what it makes me think!  Now I don’t have any statistical data to back up my theory (if you do, please send it to me.)

My belief is we sell based on what we believe.  When a person’s “DNA” is driven around getting great deals on things, then I’m not the least bit surprised they can’t close many deals without offering the customer a “great deal” comprised of a huge discount.

There is no reason to think the results we get are going to be any different than what we believe.

If you want to change your results, then you need to change what you believe.

Copyright 2014, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Selling: Win the Sale Without Compromising on Price.

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