2. BECOME TOP CHOICE OF
CUSTOMERS FIRST
Nothing else is in the consideration set of customers
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3. When should you entertain the
Discount question of Customers?
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4. What should you do if you are not yet the
customers top choice?
Ask, Validate & Negotiate
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5. Symptoms and Remedies
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Ask these Questions Give these Answers
What are the other comparable
options?
Ok, let us arrive at the best
choice.
What do you lose if you do not
buy my product?
Ok, let us translate the benefits
into a number that you save for
yourself.
Why is it so important for you to
buy my product?
Ok, let us look at others which
can give you similar benefits.
After this let us arrive at the top
choice.
6. WHAT IS THE OPENING OFFER?
Well begun is half won!
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7. What is a good opening price?
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1. Must not be given unless you are the
buyers top choice.
2. Must be higher than final deal price.
3. The customer must feel that price is high
4. Deal is never done on opening price.
Rules for making opening offer to customers
9. WHAT ARE THE FINANCIAL
BENEFITS OF YOUR SOLUTION?
Do not assume that customers will know them
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10. Can you measure the benefits of your
solution?
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15. What is your favorite position?
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16. What are the possible positions to take?
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PositionsProduct
Price
Promotion Packaging
People
Pride
17. Do you know how to monetise the
Intangibles?
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18. What are the intangibles in your
offering that can be monetized?
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1. TAT (Turn Around Time) for service.
2. Installation on site
3. Transport for product from godown to site.
4. Quality of people who will serve the customer.
5. Insurance in transit
6. Empowerment through training to make best use of the product or
service.
7. Availability of spares / consumables / bench strength
8. Other risks which you cover intangibly
19. Do you have your Negotiation
Exchange Kit ready?
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20. Negotiation X-change Kit
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What customers will ask? What will you ask in return?
Give me x% discount?
Give me extended warranty
free of cost?
Give me all options in the
same price?
Give me free consumables?
Give me free installation?
Give me Free Training?
Cover all my risk free of cost?
What customers will ask? What will you ask in return?
Give me x% discount?
Give me extended warranty
free of cost?
Give me all options in the
same price?
Give me free consumables?
Give me free installation?
Give me Free Training?
Cover all my risk free of cost?