2. Breaking the Discount Habit Presented by Don Cooper The Sales Heretic™

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4. The Importance of Price “I’m very price conscious. I work with my travel agent to find the best possible rates for air flights, hotels and car rentals. I watch what I spend on the road.” —Selling Power, April 2000 Breaking the Discount Habit

5. The Importance of Price “I stay at the Marriotts, the Hyatts or the Starwoods, usually, because they’re high-rises and safe and they cater to the corporate traveler.” —Selling Power, April 2000 Breaking the Discount Habit

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7. The Role of Price ●14% of consumers buy solely on price ●People don’t want the best price, they want the best value. Breaking the Discount Habit

8. What is Value? ●Value is subjective ●What value do you offer that people would pay for? Breaking the Discount Habit

9. Differentiate Yourself ●Compete on factors other than price ●What’s unique about your product? ●What’s unique about your dealership? ●Avoid clichés Breaking the Discount Habit

10. Differentiate Yourself ●What do you do better than your competitors? ●What do you do differently than your competitors? ●Market your strengths ●You can’t sell value if you’re only talking about price. Breaking the Discount Habit

11. Three E’s 1.Engage 2.Explore 3.Educate Breaking the Discount Habit

12. Engage Prospects ●Welcome them ●Offer food and drink ●Get to know them Breaking the Discount Habit

13. Explore Their Priorities ●“Is price the most important issue to you?” ●“What else is important to you?” Breaking the Discount Habit

14. Educate Them ● Your product ● Your dealership ● Provide testimonials Breaking the Discount Habit

15. Educate Them ●“Really? I imagine they must have a good reason for selling at that price. Why do you suppose they’re so low?” ●“If prices were all the same, who would you choose? For what reasons?” Breaking the Discount Habit

16. Educate Them ●“There’s always someone out there who’s willing to undercut prices because they don’t believe in providing the level of service we do.” Breaking the Discount Habit

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18. Negotiating Your Best Deals ● Be willing to walk away from the deal ● You’ll never close every sale ● Price is not as big an issue as it seems Breaking the Discount Habit

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20. Negotiating Your Best Deals ●Holding your price does not guarantee you’ll lose the deal, just as cutting your price does not guarantee you’ll make it Breaking the Discount Habit

21. Negotiating Your Best Deals ●If you give a discount, get something in return Breaking the Discount Habit

22. Negotiating Your Best Deals ●What can you offer other than a discount? Breaking the Discount Habit

23. Negotiating Your Best Deals ● There is no such thing as a fair profit ● Higher price means: Breaking the Discount Habit

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25. “There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man’s lawful prey.” — John Ruskin Breaking the Discount Habit

26. Thank You! For free articles, tips and more, visit www.DonCooper.com Breaking the Discount Habit

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