Given the way in which the world economy is restructuring and the general uneasiness about the future, price has become the issue that continues to plague some salespersons. They have a hard time overcoming price objections because that is the only thing they offer to the client.
As a print Salesperson, if price is always the determining factor in whether you land a sale, look for another career. You have to bring VALUE that has worth to the table for your clients and the company you work for. If you won’t/can’t then you are either lazy or do not possess the skill sets needed for success.
Some of the common pitfalls of Salespeople who
only offer “the lowest price”:
1. They submit price quotes and NOT proposals. Proposals offer client solutions to their problems. Price quotes can be obtained on the Internet and there is no need for a Salesperson if all they do is submit price quotes.
2. They do not ask the right questions of their prospects: ie. “what factors determine who you use as a printer? If it is only price, then have you ever thought about the possibilities of getting some good input from your print salesperson to make more money for your business? After all, we have 5 other clients in your market and we have helped them just as we can help you…let me explain how…”
3. They are afraid of having a higher price than their competitor. Frankly, there is “always a lower price”. Over 5-8,000 printers go bankrupt per year. That means the market is full of “survival pricing” that benefits no one. If a Salesperson does not see value and believe they are worth more than someone else, then look for a new career (again). Salespeople have to have certain innate character attributes, one of which is self-confidence in their ability to be a valuable asset to customers. Some salespeople are too arrogant, which can turn off clients. But, if given a choice in hiring a salesperson, I’ll take the “arrogant cocky personality type” (which you can tone down with some frank discussion) versus the “chicken-little timid type” who has no confidence in their ability to be worth more to a client than their competitor salespersons.