In this episode of The Advanced Selling Podcast, sales trainers Bill Caskey and Bryan Neale address the silent killers that will cause you to end up in the commodity dungeon where only price matters.
They reveal some tips on how to prevent yourself from being commoditized or extract yourself once you’re in it.
They also talk about their new course, called The Personal Brand Makeover Course, which is coming soon!
In this episode of the Advanced Selling Podcast, veteran sales trainers Bill Caskey and Bryan Neale review a list of things to stop doing in the sales process that might cause friction, and actually stop your buyer from buying.
This came as a result of one of Bryan’s clients asking him what they could do to reduce that buyer friction.
Check yourself against this list and see if you’re doing any of these things, and if you are, stop right now!
One of the biggest mistakes salespeople make is not knowing how to talk about price and economic value with customers.
In this episode of The Advanced Selling Podcast, Bill reviews a coaching call he had with a new client who was struggling about how to combat the resistance, “I don’t have money in the budget for this.”
Bill and Bryan also give you a handful of ideas on how to change your thinking about money, pricing, and economics in the sales cycle. Bring your pen and notepad to this episode!
This is part 3 of our 3-part series on “Selling a Premium Product in a Commodity Market.” In this episode, we deal with ACTION.
What ACTION will you take to command a premium product in your world? This was a Facebook Live broadcast on 03/28/17. The prior three episodes dealt with the other sections of this topic, Getting Clear, and Getting Ready.
If you sell a high-priced product, then make sure you are aware of what goes into the process to get your price.
Take the first step of becoming a better salesperson: Go to https://billcaskey.com/pro to get your assessment, “Are You An Amateur Or Are You a Pro?”
Also mentioned in this podcast:
OK, so you don’t like my headline, huh? Well, I did it because in this episode, I address seven questions that I received following our last podcast.
These questions tell me a story about the kinds of issues sales people face when communicating premium value. And I like to think of the resistance we meet as a ‘headwind.’
I trust you’ll listen to this entire episode for it holds lots of lessons for you, whether you have these specific questions or not.
Take the first step of becoming a better salesman: Go to https://billcaskey.com/pro to get your assessment, “Are You An Amateur Or Are You a Pro?”
Also mentioned in this podcast:
This is part 2 of a 3 part series.
In today’s episode of The 2X Podcast we address the elements of “Getting Ready” to enter the market with a Premium Product Solution.
Find How to Sell a Premium Product – Part 1 here.
1. Being able to explain your premium value competently.
2. Being skilled at handling the 5 questions you will get from your prospect.
3. Being able to articulate your difference.
Take the first step to becoming a better salesman! Go to: https://billcaskey.com/pro to get your assessment, “Are You An Amateur Or Are You a Pro?”
Also mentioned in this podcast:
The second part of this is …”In a Commodity World.”
Every seller we know faces this problem: “How do I better control my thinking and my actions so that I will command a premium product price – in a world that is price-sensitive?”
This is Part 1 of a 3 part series.
In this episode, Bill walks you through how to GET CLEAR on your value.
Take the first step of becoming a better salesman: Go to https://billcaskey.com/pro to get your assessment, “Are You An Amateur Or Are You a Pro?”
In today’s episode, veteran sales trainers Bill Caskey and Bryan Neale talk about one of the most common questions they get from their travels and training, how do you handle customers when they only buy on price?
Do you feel like your customers only buy from you if you’re the lowest priced?
Do you often discount to make the deal?
On this Advanced Selling Podcast, Bill and Bryan give you some ideas on how to rethink that conclusion and how to ensure that you are empowering yourself to fix it.
A few years ago, I did a Webinar called “How to Sell A Premium Product in a Commodity Market.” It was one of our best attended webinars we’ve ever done.
Lots of interest in the topic – and I believe I know why.
In this article, I want to update some of the content and give you a couple more ideas. I picked this topic because it is an ongoing area of concern for sales people – how to sell a premium product into a market that sees price as THE main driver.
Why it’s so tough.
Think about it. We live in a “price leads” society. Advertisers have led us on a race to the bottom by the constant drumbeat of, “Lowest Prices In The Industry!” Or, “We’ll Beat ANY Price!” I know you’ll say, “But I’m not in the retail game.” No, you aren’t. But do you see the attitude that they’ve placed in the minds of buyers?
So the context is that even though your buyer might not jump to “What’s your price?” they certainly have it on their radar.
Here are four notions that I suggest you consider as you extract yourself form the “commodity dungeon” where the only important issue is price:
Interesting thing about positioning is that it’s not just about what you say – it’s about how you say it. Sales people spend so much time concerned with the “what” and ignore the “how.”
And that’s wrong.
Regardless of your word choice (you’ll have to decide that), the essence of your message should be centered around ‘the types of problems that you solve.’ That’s right – no enthusiastic sales pitches about how great you are – or how smart your team is. None of that.
Frame your ‘premium value’ around the pains and problems that prospects face. Some of those problems they know they have. Some they’re oblivious to. But either way, begin the conversation there.
Be a problem solver not a product seller. There is a trap waiting for you. The prospect sets it and you fall right into it. It happens when the prospect shows interest and you default to “the pitch.”
Instead, when your prospect shows interest in the types of problems you solve, refrain from pitching the product and spend more time diagnosing what that problem means to him. This one thing can do more to change your position (in the prospect’s mind) and help them see that your premium fee is worth it.