End the discounting habit

Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 11

Holden R.K. Sales & Marketing Management, March/April 2008, Start page: 48, No of pages: 1

Purpose – To urge viewing products and services as an investment,rather than an expense. Design/methodology/approach – Explains why focusing on price is not a sensible strategy. Findings – If all salesmen talk about with customers is price, there is no price that is ever going to be low enough and so other considerations must come first. Recommends holding one’s ground and convincing clients to think about products and services as an investment. Adds that the best companies display a little arrogance about the value they offer in order to tell potential buyers that they are confident in the value they provide and therefore the prices they charge. Originality/value– Advises asking customers why they use the products and listening very carefully to their answers because if these customers believe in the company,the salesman should do the same. ISSN: 0163-7517 Reference: 37AK027

Keywords: Pricing, Sales methods, Selling