Читать книгу Selling the Price Increase - Blount Jeb, Jeb Blount - Страница 11

For legions of sales professionals and account managers, the conversation that follows is an all too familiar and maddening reality:

MANAGER:		Before I close out this morning's meeting, I need you to inform our clients that we're going to be increasing prices by 10 percent.
SALESPERSON:		Okay, but what should we tell them?
MANAGER:		I'll leave that up to you.
SALESPERSON:		Yes, but what reason do we give them for raising our prices?
MANAGER:		Well, there's a lot of reasons! Cost of material is up. Labor cost is up. Cost of doing business in general is up. Pick one!
SALESPERSON:		How do you suggest we deliver this news?
MANAGER:		I'm sure you'll figure it out. That's why we pay you the big bucks.
SALESPERSON:		Will these increases be effective immediately, or will there be a grace period before they actually kick in?
MANAGER:		It's immediate.
SALESPERSON:		Well, they're not going to be happy about that! We are going to lose customers to our competitors!
MANAGER:		Look, you have the relationships so I'm sure you'll find a way to break the bad news to them gently without upsetting them.
SALESPERSON:		Well…okay. I'll do my best.
MANAGER:		Great! Now, if there's nothing else, this meeting is adjourned. Let's get out there, close some deals, and let's stay positive.

This common scenario is why so many companies fail to maximize price increases, sales professionals and their leaders feel frustrated, and unhappy customers are lost along the way.

Sales professionals are ill prepared to talk with customers about price increases because they don't get trained and there are almost no resources to help them develop the skills to do so. If you scour the internet for information on how to sell price increases, you'll be hard pressed to find any system, process, or framework for these crucial conversations.

That is why this new book from my friend Jeb Blount is so important. As far as I can tell, no one in history has ever written an entire book on how to approach B2B customers with price increases. But that's Jeb – grab a piece of the sales puzzle, blow it out, and show you exactly how to do it. This is why I wasn't surprised when I learned that he was writing Selling the Price Increase because, quite frankly, it is a book that only Jeb could write.

If you've ever had to deliver price increase news to a customer, then you know it isn't easy. Yet when sold effectively, customers accept price increases, remain loyal, and often buy even more. In Selling the Price Increase, Jeb gives you exactly what you need to successfully sell and defend price increases without losing your customers.

Jeb knows sales. He is one of the most gifted sales strategists of our generation. Pick a subject, sales discipline, or situation and Jeb has studied it, done it, and understands it. This is why when Jeb talks, salespeople pay attention, and you should too.

—Victor Antonio,

Author of Mastering the Upsell