CHAPTER 4Creating Real Value Using Your Price Point
EVERYBODY WANTS A DISCOUNT, and it seems that too many businesses and salespeople are more than happy to accommodate by offering a lower price. It all comes down to “pricing perception” and what I believe is an “over conditioning” of the consumer. In both business-to-consumer and business-to-business transactions, customers have come to expect a discount. This chapter describes what it takes to develop a pricing perception with the customer that allows you to maximize profits. Mastering these skills enables companies and salespeople to build a high-margin business without having to discount.
The Wall Street Journal regularly reports on companies that have just signed off on a major sale. The ...
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