Talking About Price

Who this book is for

Người bán hàng ở Việt Nam, bán giải pháp cho doanh nghiệp, bán dự án, hoặc bán hàng giá trị lớn cho khách lẻ; từ người bán một mình tới trưởng nhóm vài người. Người đọc là NGƯỜI LÀM NGHỀ: họ mang chỉ tiêu, ăn lương theo kết quả, và thường không quyết được giá.

Sound familiar?

• Discounts the moment the buyer frowns, before they even ask.
• Can't explain why the price is higher than a competitor's.
• The quote goes out and goes silent, with no idea where it sits inside the buyer's company.
• Discounts to close at month end, and next month the buyer expects the same rate.

Each chapter answers one question

1. Chapter 1: Is talking price early honest or self-defeating?

   At which stage of the process do I talk about price?

   Talking price before customers see value puts you in a comparison with the cheapest number.

2. Chapter 2: Should I ever apologize for my price?

   What sentence do I use to explain this price?

   If you cannot explain your price, every negotiation starts from a position of weakness.

3. Chapter 3: Does discounting close deals, or teach haggling?

   The last time I gave a discount, what did I get in return?

   Every discount given for nothing teaches customers that the first price is not real.

4. Chapter 4: Is negotiating about winning, or about understanding?

   In this negotiation, what does each side really need?

   Negotiation starts long before the final meeting, in how well both sides understand each other's needs.

5. Chapter 5: Once my quote leaves, does it still speak for me?

   Where is my quote now, and who is looking at it?

   Once sent, a quote lives a life of its own inside the customer's company.