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| A Few Thoughts On Pricing And The Roll Of Sales And Marketing |
By:
Jim Logan |
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I recall addressing a sales team of mine at an off-site meeting
several years ago - we sold multi-million dollar telecom
infrastructure equipment. The issue of approved discounts
dominated the session..."Anyone can give-away products and
services." I said. "You're in this profession and company to
give us an alternative to that."
Some markets are more price sensitive than others. But in
complex sales, price is rarely the determining issue. Many sales
people hate to hear this reality and push their company to
continually lower prices.
Price can rise in importance though when value, benefits,
difference, and reason to believe are left from the discussion.
Certainly there are markets more price sensitive than others and
some companies are weaker on price than others...it doesn't
change the reality that our job - sales and marketing
professionals - is to mitigate price in our customer's buying
criteria and maximize the dollar value of each sale.
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