Welding & Gases Today Helps Distributors Win Price War
Share:
Selling strategies combat price objections and emotional customers.
Dewitt, NY: The five most dreaded words salespeople hear are: Your price is too high! Do you have the courage of your convictions to say "no" when someone requests lower prices? Just because the customer raises a price objection doesn't mean you have to lower your price, according to professional speaker Tom Reilly. His article "Your Price Is Too High!" appears in Welding & Gases Today, the leading magazine for the gases and welding equipment industry.
Buyers who complain that they have a fixed amount of money to spend or who are on a tight budget are dealing with insufficient resources and expect suppliers to help them deal with this problem. To overcome this, Reilly recommends helping the buyer find the money or a way to pay the higher price. "If the buyer rejects numerous attempts on your part to help them find a way to resolve the price objection, the real problem is the buyer's attitude," says Reilly.
Emotion obscures reason and blunts solid decision making. When customers present an emotion-based price objection , Reilly recommends appealing to the buyer's desire to own the best or provide the best for those whom they are buying. One approach is to ask: "Which poses a greater risk for you at this point, paying a little more than you anticipated or not getting what you need to provide the safe environment for your people?"
Reilly's article is part of a series of sales-related articles in the Fall 2011 issue of Welding & Gases Today, which includes the Gases and Welding Distributors Association (GAWDA) Sales Hall of Fame. The Sales Hall of Fame (http://www.weldingandgasestoday.org/index.php/2011/09/gawda-sales-hall-of-fame/) recognizes seventeen sales reps and sales managers who are making a difference in today's economy.
To learn how to combat customer price objections in a difficult economy, read "Your Price Is Too High!" (http://www.weldingandgasestoday.org/index.php/2011/09/your-price-is-too-high/) at Welding & Gases Today Online. For more information, contact Devin O'Toole, content editor at Welding & Gases Today at devin@weldingandgasestoday.org or 315-445-2347.
About GAWDA
Founded in 1945, the Gases and Welding Distributors Association (GAWDA) is the premier source for manufacturing knowledge, education and networking. Through its member journals (www.weldingandgasestoday.org), e-magazines, newsletters and industry wiki (www.gawdawiki.org), GAWDA connects suppliers of gases and manufacturers of related equipment as well as manufacturers of welding equipment and distribution leaders, for the purpose of safely delivering optimal solutions to the users of those products. GAWDA publications are the industry's voice for all matters related to the latest technology and the most up-to-date processes spanning welding equipment and products and services related to industrial, medical, specialty and cryogenic gases. A 501(c)3 organization, GAWDA members are located throughout North America.
