Discounting

The Challenge

Do you find that you or your salespeople must resort to discounting to win business and meet revenue goals? So do a lot of other people. No seller wants to compete principally on price and rely heavily on discounting as their main source of differentiation, yet they find themselves doing so for three primary reasons:

• They are too focused on their own products and services
• They can’t discern when selling stops and negotiation begins
• End-of-quarter pressure is causing desperation

Most sales professionals think they deliver “value.” Unfortunately, most sellers still rely on their products and services alone to provide that value.  Such an approach always results in a reliance on discounting and concessions to win business because customers in today's market don't perceive any valuable differences among competing products.

Additionally, many salepeople have a hard time recognising the point at which selling stops, so they get into negotiations too early in the sales process (before sufficient value has been created in the mind of the customer) and end up being forced to discount.

How Huthwaite Can Help

The excellent seller understands that today’s buyers are willing to pay a premium for someone who can create value through how they sell, not just by what they sell. Sellers must be the primary engine of value creation and those whose main expertise is in their ability to communicate product information are on the short path to commodity selling. Huthwaite teaches the selling skills, the negotiation skills and the ability to discern the difference. Discounting need not be a selling strategy.