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Don’t Roll Over and Play Dead When the Customer Asks for a Discount

Why do customers ask for a discounts or a better deal?  It’s simple.

The reason they ask is because typically they get it.

This blows me away and this is why it’s now time for us to frame this question as something similar to the old question, “What came first, the chicken or the egg?”

Customers aren’t stupid, but I hate to admit I think in the sales profession there are a lot of stupid salespeople.  Maybe instead of saying “stupid” I should say cowardly salespeople.

The fact so many salespeople roll over and play like a puppy dog and give into whatever a customer is asking for tells me one thing — salespeople don’t believe in their own business proposition.  How can we expect a salesperson to be successful if they don’t even believe in their own sales proposition?

I’m not asking salespeople to believe 200% in what they sell, although it sure doesn’t hurt.

What I’m saying is salespeople have to believe in how what they sell is going to help the customer achieve their objectives and expected outcomes.  Sales is a great profession. It’s one of the few professions where there are no limits to the level of success a person can achieve, while at the same time be able to help customers be incredibly successful.

Think about that — it’s an amazing combination!

If we believe in how we can help customers achieve their desired outcomes, then the price point associated with what we’re selling is secondary at best.   There is no need to roll over and play dead and give a customer a discount if what you’re providing them is going to make a difference.

Focus your thinking on the outcomes of the customer and the benefits they’re going to achieve rather than on your own product features.

The reason I believe in this is simple — doing so allows you to begin realizing how price is a non-issue. If you sell that way from the beginning, then there is zero reason to make any concession regardless of what the customer requests.

Remember, just because the customer is asking for a discount doesn’t mean you have to give it to them.  In my book that’s not good customer service and it certainly isn’t good selling.

Copyright 2012, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.

 

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