When Negotiating: Great Sellers Talk Value - Bob Sherman

He asks quothow much is itquotUndergraduate sales trainers call this a quothot buttonquot and say quotit39s time to closequotGreat PostGraduate Sellers know that the quotsalequot hasn39t gotten to the quotI must have itquot stage yet and there39s more work to do before it39s time for the pricing conversation quotHow much is itquot is a knowing or unknowing expression on the part of the buyer which implies quotif this stuff is cheap enough maybe I39ll go for itquotThe reality is the presentation has gotten the buyer to quotit39s a nice doodad but I have seven already If it39s cheap okquotSo you say quotlet39s make sure we39ve nailed down the proposition The idea I39ve put together to jump startgrowexpandmake more profitableget more customers foryour business starts with the notionmakes sense rightquot If he responds quotrightquotyou follow with quotand then I and my support team will make sure that the implementation is perfect by ensuringyou get that rightquot If he is still enthusiastic in his responses you offer quotwell I39m happy to tell you that the project is reasonably priced for both of us atquot Then he says quotGreatquot right Nah He coughs and says quotthat39s way too muchunaffordablehow about quot And you respond quotMr Jones the value you will receive as a result of this targeted plan and the effort that will be expended to grow your business is very fairly priced for both of us That will make it a successful partnershipquot Smile shut up and wait for his quotLet39s goquot Great SellingBob Sherman has 40 years experience managing relationships between media companies and advertisers in old and new media from radio cable and TV to the Internet and from sales executive to chief executive and from the biggest media corporations to his own entrepreneurial companies He is currently in partnership with Pilot Group LLC Bob can be reached at rshermanpilotgroupbizRead all Bob39s MediaBizBloggers commentaries at Great Sellers Go To HeavenCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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