Does it Always Come Down to Price?

price-writing-tnHas this ever happened to you?

You call a prospect and introduce yourself, your company and your products.

But before you have a chance to ask qualifying questions, the prospect asks:

“What’s your price?”


If this prospect is a price shopper, think about this:

Low prices don’t build customer loyalty.

There will ALWAYS be someone who can try and beat your price.

If you want loyal customers, compete on value and not on price.

Don’t Be Shy

If you offer superior service, good product knowledge and excellent products, it is critical to let prospects know this – in every possible way.

When you focus on these positives and anything unique that differentiates you from competitors, you will attract fewer price shoppers.

A Shocking Statistic

According to the findings of a 15-year study conducted by an Atlanta-based sales training organization:

More than 90 percent of all salespeople volunteer a price decrease without being asked!

“More than ever before, customers are choosing to buy from a company not just because it offers a product with a fair price, but also because that company has good values.”
Vanessa Merit Nornberg

3 Ways to avoid the price-quote trap.

 If they ask:  “Can I get a better price?”

One way to answer:

“Yes you can.  When you order two, the item is $59 each. The next price break is at six and instead of $59 each, the price is just $54 each when you order six.  Shall I send you six today?”

When you don’t offer free shipping

If a customer asks for free shipping and your company has a policy of charging for freight, a positive answer works best.  “We’d love to provide free shipping, but we’re simply absorbing our shipping cost and that allows us to give you the low price you’re getting.”


Here’s wishing you a happy and productive day!
- Ann

PS:  The next one-to-one sales training e-Course begins on Wednesday. If you have questions or would like to enroll, please send me a message. I’ll get back to you ASAP and –  Your BTA educational discount applies to this course!


You Don’t Have to be Cheaper to Win Clients

Mercedes_Benz_Classe_E_dsc06449Here is a fact for you:

You need to be better than each of your competitors in at least three ways if you want to survive.

This does not mean your products or services need to be cheaper.

But . . . what happens if a competitor undercuts you and offers your customer a lower price on the same product?

True story:

It happens to the best of sales people, just the way it happened to Jennifer.

She made the telephone call, scheduled the appointment and everything seemed to go well.

She wrote a thank-you note after the first appointment and then made a follow-up telephone call to the client.

The client wanted a demo. The demo was a success.

The client asked for a proposal.


Time to celebrate.

But then something unexpected happened.

After all of Jennifer’s hard work, the prospect took her proposal to a competitor and was able to get a better price.

The client bought from the competitor.

Ouch.  That really hurt.

What happened?

How could this have been prevented?

Three Ways to Avoid Being Undercut by a Competitor

  1. Begin at the very beginning of the relationship to build true customer loyalty.

Go here to see an example of how a dedicated sales rep was able to build awesome customer loyalty (with me as the buyer).

And simple efforts can make all the difference—world-class customer service, for example, will entice many customers to pay your price.

Thoughtfulness, like sending holiday cards and/or gifts will cause your customers to feel that you really care instead of feeling that you just want to make a sale.

Keep in touch with customers and prospects using . . .direct mail.  Yes; you read that right.

Today with millions of emails flying back and forth, receiving an actual letter by postal mail from a company you have done business with is impressive.

Click here to get 63 effective pre-written business and marketing letters you can copy and paste so you can easily keep in touch.

See the table of contents on this page.

Building customer loyalty is not about being perfect but being authentic and keeping in touch.

And I promise you this:

Your clients will love you when you use these 4 words that show you are thinking of them.

2. Find ways to differentiate yourself.  Add value to your products and services.

Customer-perceived value is the difference between a prospective customer’s evaluation of the benefits and costs of your product when compared with others.

  1. Use your Unique Sales Proposition (USP). It is the thing that makes your business different from anything else out there – the reason customers will buy from you and not from your competitors. Identify and plan at least three clear USPs that define exactly what you offer that your competitors don’t provide.

USPs must be true to your business vision – and, in turn, everything your business does sticks to your USPs. Clients can relate to your product, the way you deliver your service or the way you run your business. Do market research to make sure your USPs are unique.

Stay in touch with prospects and customers using direct mail (real letters) and you will begin seeing an increase in customer loyalty.purchase-marketing-letters2

Click here to get 63 effective business and marketing letters you can copy and paste – and use as emails – so you can easily stay in touch with prospects and customers.


This Statistic will Shock You

price-tag-tnAccording to the findings of a 15-year study conducted by an Atlanta based sales training organization:

More than 90 percent of all sales people volunteer a price decrease without being asked!

In addition, according to the same study, most salespeople do not believe their product or service has enough value – or is actually worth the price they charge.

Wow. This can be damaging to a business.

When salespeople truly understand the value of their products and services, they are better able to communicate a unique and authentic introductory statement.

Your perception and communication of the value you offer affects the customer’s interest in what you have to say.

Take a look at this E-mail received from Hugo Garcia, after he completed my e-Course.

“My introduction on my cold calls has been helped by Ann Barr’s e-Course. I tend to keep more people on the phone and interested in what I have to offer. As soon as I started using the information from Ann’s class I signed up two new accounts!”

- Hugo Garcia, Houston, Texas

When customer service reps and salespeople believe in the value of their products and services, they are better able to effectively respond to customers’ objections

From Claudia Juhrs at POS Supply Solutions in Topsfield, Massachusetts:

“After Ann’s E-class, I definitely became more confident when calling prospects and I am able to handle the customer’s objections much better.”

Because this course includes four weeks of once-a-week private telephone sales training and coaching where I will work personally with you, this course is limited to the first 10 people who register.

Step-by-step, I’d like to help you,

  • Understand the value you, your company and your products and services provide to customers,
  • Find out the best way to overcome phone fear,
  • Brainstorm your unique attention-getting opening statement so prospects will want to listen to you,
  • Find out which questions to ask prospects to get the information you need,
  • Learn how to connect with prospects and get them involved in a conversation and
  • Pave the way to a successful follow-up call,
  • Discover three effective ways to get through screeners,
  • 7 ways to answer objections – and
  • 10 ways to ask for the order or appointment,
  • Find out which voice mail messages will get your call returned,
  • Implement 3 critical steps necessary to win back lost customers

One-on-One Coaching and Sales Training

This is a private four week e-Course which includes four weeks of workbooks, one-on-one coaching and once-a-week sales training by telephone and e-mail.

My e-Course makes a substantial difference in the way salespeople approach prospects.

After the first week of the e-Course, Felipe Hernandez wrote:

“Already in the first week of the Ann Barr e-Course I’ve learned a lot about how to approach my work. I am able to walk away from the first week with a much clearer idea of how to approach prospects and what they want to hear from me versus what I want to say.”

                            -Felipe Hernandez, Sales Consultant,  Zeno Office Solutions, Midland, TX


 You can see more testimonials on this page.

I would love to work with you to begin helping you achieve your goals.

Call me at 757.463.0924 – 0r send me an email today!