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One of the greatest challenges of B2B sales is managing customers’ demands for price-cutting.  It may seem harmless and expedient to lower the price just a little to put your deal over the top, but when you examine the corrosive effect it has both on your profit structure and on the relationship with your customer, you should be motivated to do as little of it as possible. This course equips you with the concepts and skills to shift the focus of the sales discussion to value realized rather than price paid, and gain higher average margins.

The concepts fall under the heading of sales strategy: Identifying what customers value, differentiating your offering, and connecting it to quantifiable business improvements. The skills fall under the heading of sales tactics: how to position and sell your value up front, deal with price objections, and negotiate win-win outcomes.

Learning Objectives

  • Explore the psychology of pricing to shift focus from price paid to value received.
  • Identify and quantify the factors that affect customers’ willingness to pay.
  • Discover how to change the focus of the sales conversation to high value rather than low price.
  • Recognize various different types of price objections and manage them successfully.
  • Discover how to conduct win-win price negotiations.
Last updated/reviewed: February 22, 2018

Prerequisites

Course Complexity: Intermediate

While there are no prerequisites, this course is ideal for sales professionals who operate in complex B2B sales, particularly those who want to speak more effectively to higher level decision makers. 

Education Provider Information

Company:
Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact:
For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Course Syllabus
INTRODUCTION AND OVERVIEW
  8:00Introduction to High-Margin Selling: Winning the Price Battle
High-Margin Selling
  17:03What Affects Willingness to Pay?
  16:51Intangibles
  11:58Strategy and Positioning
  16:18Communicating Value
  11:48Objection Tactics
  15:00Price Negotiations
CONCLUSION
  1:49Summary
CONTINUOUS PLAY
  1:38:46High-Margin Selling: Winning the Price Battle
SUPPORTING MATERIALS
  PDFSlides: High-Margin Selling: Winning the Price Battle
  PDFHigh-Margin Selling: Winning the Price Battle Glossary/Index
REVIEW AND TEST
  quizREVIEW QUESTIONS
 examFINAL EXAM