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HOW TO SELL AT MARGINS HIGHER THAN YOUR COMPETITORS:
Winning
Every Sale at Full Price, Rate or Fee
258 Pages
The
toughest challenge that salespeople and business leaders face today is
the battle against lower-priced competitors. How you
deal with that will probably determine whether your business thrives or
dies.
For decades, businesspeople have tried to solve the problem by cutting prices and making up the loss through higher volume. It's one of those old business myths that just won't die-but it's really just a recipe for disaster. Even if the strategy works in the short term, another competitor will probably come along and do the same thing to you! It's a vicious cycle that never ends, unless you find a way to break out of it.
In writing How to Sell at Margins Higher Than Your Competitors, sales guru Lawrence L. Steinmetz, PhD teamed with William T. Brooks to update Larry's "Underground Classic" book on the subject to show sales and marketing executives, as well as professional people such as technical engineers, scientists, doctors, realtors, lawyers, retail personnel, bankers, and anyone who sells charging any kind of rate, price or fee for their services how to stop racing their competitors to bankruptcy court and start selling at prices, rates and fees that will actually earn them a profit. They explain that business is a game of margins, not volume, and that competing on price might be a surefire way to increase sales-but it will run your business into the ground.
Steinmetz and Brooks explain that the problem isn't one's competition; it's the mistaken belief among businesspeople that customers only choose products or services based on price, rate, or fee. The truth is that people buy what they buy for lots of reasons, only one of which is price. If you're competing with someone willing to lose money to gain market share, the cure is to give customers a reason to buy what you sell on something other than price.
This one-of-a-kind sales guide shows you how to find
the competitive advantage that lets you sell at higher prices. Plus, it
presents proven strategies for selling based on value rather than price,
how to price products or services correctly in the first place, and how
to put it all together into a sales strategy that keeps you profitable.
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