#AJ3 ,Y >E ,N A ,SALESP]SON IF ,Y ,GIVE X ,AWAY ,X IS A MISCONCEP;N T CU/OM]S >E ONLY 3C]N$ )! L[E/ PRICE4 ,_M SALESPEOPLE & BUSI;S [N]S ?9K ? IS S4 ,IF ? MISCONCEP;N 7 TRUE1 -PANIES SELL+ HI<- PRIC$1 LUXURY--TYPE ITEMS WD N MAKE A PR(IT4 ,:AT USE WD A SALESP]SON 2 IF ! CU/OM] PUR*AS$ ONLY ! *1PE/ ITEM8 ,WE WDN'T NE$ SALESPEOPLE--J M SOPHI/ICAT$ TELEPH"O ANSW]+ MA*9ES S CU/OM]S CD SIMPLY PLACE _! ORD]S4 ,S1 Z A SALESP]SON1 Y M/ R1LIZE CU/OM]S >E 3C]N$ ) M ?AN PRICE EV5 ?\< Y (T5 HE> !M ASK1 8,H[ M* IS X80 :5 Y H C>E;LLY DESCRIB$ YR (F]+4 8,H[ M* IS X80 7APPE>+ E>LY 9 ! PRES5T,N7 IS J Z FRU/RAT+ Z ! PROSPECT'S RESPONSE1 8,X CO/S TOO M*10 8,X'S M ?AN ,I EXPECT$10 8,I C'T AF=D X10 8,YR -PETI;N IS *1P]10 OR ! CLASSIC1 8,I'LL 2 BACK40 ,Z ) _M OBJEC;NS1 PRICE1 Z A 3C]N1 IS PREDICTA#4 ,YR PROSPECTS & CU/OM]S W ALW WANT 6"K 8,H[ M* IS X80 E>LY ON4 ,& ONCE !Y "K1 !Y (T5 -PLA94 ,:5 Y R1LIZE T PRICE RESI/.E IS A NATURAL1 PREDICTA# OBJEC;N1 Y >E ON YR WAY 6! TOP ( YR PROFES.N4 ,! ,BASICS ( ,PRICE ,RESI/.E #A4 ,X ALW CO/S TOO M*4 ,A PRICE OBJEC;N IS AN AUTOMATIC RESPONSE4 ,"EYBODY ASKS H[ M* X IS & !N FL9*ES AT ! PRICE4 ,ALL 3SUM]S1 YRF 9CLUD$1 2COME 9TOXICAT$ )! IDEA ( OBTA9+ ! BE/ VALUE POSSI#4 ,S1 NO MATT] :AT ! CO/1 ! 9ITIAL REAC;N IS 8X'S M ?AN WE EXPECT$ 6PAY40 #B4 ,PRICE IS ! -MON DENOM9ATOR4 ,:Y DOES PRICE -E UP E>LY 9 ! SALES PRES5T,N8 ,X'S 2C X REPRES5TS "S?+ WE ALL H 9 -MON & T IS A 3C]N ) M"OY4 ,WE ALL RELATE 6DOLL>S & C5TS4 ,Z A SALESP]SON Y M/ 2 CLE>3 ,IS PRICE _! OBJEC;N OR YRS8 ,(T5 ! PRICE OBJEC;N APPE>S 9 ! SALESP]SON'S M9D F/4 ,RE/ ASSUR$1 IF Y >E UNCOM=TA# )! PRICE1 !N Y WON'T 2 A# 6OV]COME ! OBJEC;N 9 ! PROSPECTS' M9D4 ,"S"O ELSE IS ALW SELL+ "S?+ SIMIL> 6YR PRODUCT = LESS4 ,ANY L[ LEVEL ORD]- TAK]1 O!R ?AN A PROFES.NAL SALESP]SON1 C 8GIVE AWAY0 ! PRODUCT OR S]VICE AT A L[] PRICE4 ,! SIGN (A SUP] SALESP]SON IS "S"O :O C REPRES5T ! PRODUCT AT ! HI<] VALUE4 ,UN.S ,Y ,>E ,SELL+ ,-MODITIES1 ,PRICE ,IS ,N"E ! ,ONLY ,3C]N ,:AT IS A -MOD;Y8 ,LET'S USE SOYB1NS Z AN EXAMPLE4 ,SUPPOSE "O F>M PRODUC$ #FJ1JJJ TONS ( B1NS1 & !N SOLD ! B1NS 6?REE SEP>ATE BROK]S =! SAME PRICE4 ,! ?REE BROK]S !N M>KET ! SAME B1N F ! SAME F>M 6A GROC]Y /ORE *A94 ,WD ! GROC]Y /ORE 3SID] PRICE Z ! ONLY FACTOR8 ,SAY TWO (! ?REE 4TRIBUTORS (F]$ ! SAME PRICE "U ! SAME T]MS B AT A L[] PRICE ?AN ! ?IRD 4TRIBUTOR4 ,! ?IRD 4TRIBUTOR1 H["E1 (F]S ! FOLL[+ S]VICES3 #A4 ,S]VICE CALL ON A MON?LY BASIS4 ,! O!R 4TRIBUTORS1 #A & #B1 DON'T MAKE CALLS4 #B4 ,DELIV]Y4 ,4TRIBUTORS #A & #B REQUIRE ! CU/OM] 6PICKUP4 #C4 ,W>RANTY4 ,NO W>RANTY ) #A & #B4 ,! SALE IS F9AL4 #D4 ,T]MS4 ,4TRIBUTORS #A & #B (F] A CA%-ONLY SALE4 ,REMEMB]1 ! B1NS CAME F ! SAME F>M1 H ! SAME GRA91 TEXTURE & FLAVOR4 ,YET1 "? DI6]5TI,N 7VALUE-A4$ S]VICE7 ! ?IRD 4TRIBUTOR IS A# 6\TSELL ! -PETI;N REG>D.S ( PRICE4 ,YR JOB IS 6DI6]5TIATE YRF1 & YR PRODUCT & PRICE W N"E AG 2 ! ONLY 3C]N 63CLUDE ! SALE4 ,:AT ,D ,CU/OM]S ,BUY8 ,! ,SALES ,REPRES5TATIVE3 ,! CU/OM] N"E HAS ! OPPORTUN;Y 6EXP]I;E ! PRODUCT OR -PANY UNTIL HE OR %E F/ 8BUYS0 ! SALESP]SON4 ,6! CU/OM]1 Y REPRES5T ! PRODUCT & -PANY1 & Y H TREM5D\S 9FLU;E OV] ! CU/OM]'S DECI.N 6[N4 ,S]VICE 7,A4$ ,VALUE73 ,"! >E TWO TYPES ( SALES ORGANIZ,NS1 ^? :O >E PRICE DRIV5 & ^? :O >E S]VICE & VALUE DRIV54 ,! PRICE-DRIV5 -PANY & SALESP]SON OP]ATE ON ! 8"O-NIE AB DEVELOP+ CU/OM] REL,N%IPS4 ,!Y SELL ONLY 6CU/OM]S :O BUY L[ PRICE1 N S]VICE & RESPONSIBIL;Y4 ,":AS1 ! S]VICE-VALUE- DRIV5 -PANY MO/ LIKELY HAS L;G-T]M CU/OM]S & REF]RALS4 ,DELIV]Y3 ,IF Y C DELIV] ON "T ) PREDICTABIL;Y1 Y C (T5 OV]COME ! PRICE OBJEC;N4 ,DOM9OS PIZZA1 = 9/.E1 DOM9AT$ ! M>KET )! MO/ EXP5SIVE PIZZA1 B _! "O GIANT SELL+ DI6]5TIAL 0 ON-"T DELIV]Y4 ,W>RANTIES3 ,_M PRODUCTS TD REQUIRE ! S]VICES ( TE*NICIANS4 ,A MAJOR FE> = _M 3SUM]S IS 2+ /UCK )A MA*9E--FAX1 -PUT]1 PH"O SY/EM--: FAILS4 ,PROVID+ \T/&+ S]VICE & W>RANTIES 6ASSURE CU/OM] SATISFAC;N OV]COMES PRICE S5SITIV;Y4 ,REMEMB]1 ! CU/OM] W ALW 9ITI,Y ?9K YR PRICE IS TOO HI<4 ,"!=E1 DI6]5TI,N ( YR PRODUCT OR S]VICE &! WILL+;S 6%[ VALUE 9 -P>ISON 6:AT ELSE IS AVAILA# IS ESS5TIAL4 ,:5 ,IS ,PRICE ,4CUSS$8 ,=! MO/ "P1 EV5 IF YR PRICES >E BOLDLY 4PLAY$ 9 YR SALES BRO*URES1 D N 4CUSS CO/ UNTIL ! 5D ( YR PRES5T,N4 ,I AM N SU7E/+ EVASIVE;S1 B KEEP 9 M9D T X W ALW 8CO/ TOO M*0 UNTIL Y BUILD VALUE1 : C ONLY 2 A3OMPLI%$ 04CUSS+ ! B5EFITS "?\T YR PRES5T,N4 ,"H'S AN EXAMPLE ( H[ 6OV]COME ! 8,H[ M* IS X0 "Q 2F Y H A *.E 6FULLY EXPLA9 :AT ! PROSPECT W GET = 8 M"OY3 ,PROSPECT3 ,H[ M* IS ,X8 ,SUP] A*IEV]3 ,MR4 ,PROSPECT1 IS PRICE YR ONLY 3C]N8 ,PROSPECT3 ,WELL1 NO4 ,SUP] A*IEV]3 ,IF X'S ALL "R ) Y1 C WE 4CUSS T AF ,I'VE _H ! OPPORTUN;Y 6DET]M9E :AT YR EXACT NE$S >E8 ,IS T ,,OK8 ,9 ! CASE ": Y D RCV AN OBJEC;N1 &! PROSPECT SAYS PRICE IS ! PRIM>Y 3C]N1 TRY ! FOLL[+ SC5>IO3 ,PROSPECT3 ,H[ M* IS ,X8 ,SUP] A*IEV]3 ,MR4 ,PROSPECT1 IS PRICE YR ONLY 3C]N8 ,PROSPECT3 ,Z A MATT] ( FACT1 X IS4 ,I'M LOOK+ =! BE/ D1L4 ,SUP] A*IEV]3 ,RE,Y1 ,I'M SURPRIS$6 ,MO/ CU/OM]S H A LOT ( O!R 3C]NS S* Z S]VICE1 W>RANTIES & DELIV]Y S*$ULES4 ,WD S]VICE & W>RANTIES 2 ISSUES Y WD 2 3SID]+ Z "P (! PUR*ASE DECI.N OR IS PRICE / YR ONLY 3C]N8 ,PROSPECT3 ,WELL1 NO ,I'M 9T]E/$ 9 S]VICE & YR W>RANTY AL4 ,SUP] A*IEV]3 ,GRT4 ,ALL[ ME 6A4RESS YR W>RANTY & S]VICE 3C]NS F/1 & WE W 4CUSS ! BE/ VALUE 9 J A MO;T4 ,IS T ,,OK8 ,) MY =M] 3/RUC;N & H\S+ DEVELOP;T C>E]1 WE 7 H&S D[N ! HIIETY ( R1SONS4 ,:5 Y BUILD HOMES T CO/ HALF A MILLION 6"O MILLION DOLL>S1 ! MAT]IALS US$ >E ( SUB/ANTI,Y BETT] QUAL;Y ?AN ^? US$ 9 LESS]-PRIC$ HOMES4 ,\R PREDICTA# PRICE "Q E>LY ON 9 ! PRES5T,N 0 8,:AT DOES X CO/ P] SQU>E FOOT 6BUILD80 OR 8,:AT'S YR PRICE P] SQU>E FOOT80 ,! WAY 6H&LE PRICE RESI/.E IS 6KICK ! *AIR \ F "UN1? ! OBJEC;N 0ANSW]+ ! "Q 9 ADV.E ( 2+ ASK$4 ,SUP] A*IEV]3 ,MR4 & ,MRS4 ,PROSPECT1 2F WE 2G91 ,I'D L 6M5;N T MO/ ( \R CU/OM]S' F/ "Q IS1 8,H[ M* P] SQU>E FOOT W X CO/ 63/RUCT \R NEW HOME40 ,IS T A "Q Y H TD8 ,PROSPECT3 ,YES1 WE >E WOND]+ AB ! CO/ P] SQU>E FOOT4 ,SUP] A*IEV]3 ,GRT1 B UN=TUNATELY ! CO/ ( YR NEW HOME W N 2 DET]M9$ 0! SQU>E FOOT4 :AT W DET]M9E ! VALUE ( YR HOME >E ! -PON5T "PS S* Z ! MAT]IALS US$ 63/RUCT YR HOME4 ,"! >E MAJOR PRICE DI6];ES 9 ITEMS S* Z FLOOR COV]+S1 FIXTURES1 & EXT]IOR & 9T]IOR F9I%ES4 ,:AT WE NE$ 6F/ DET]M9E IS :AT Y WD L 9 YR HOME4 ,! PRICE W 2 DET]M9$ 0! MAT]IALS WE USE4 ,T MAKES S5SE1 DOESN'T X8 ,"S"TS IF Y >E REPRES5T+ HI<] PRICES RELATIVE 6YR -PETI;N & Y "K X W SURFACE E>LY Z AN OBJEC;N1 X'S BE/ 6A4RESS X 9 ADV.E6 ,Y ,N"E ,PAY ,TOO ,M* ,= ,"S?+ ,Y ,RE,Y ,WANT ,SIMPLY PUT1 9T5SE DESIRE 6[N REDUCES ! PRICE SUB/ANTI,Y4 ,YET1 WE ALL "K1 EV5 IF "S PROSPECTS >D5TLY DESIRE :AT Y'RE (F]+1 Y W / HE> OBJEC;NS S* Z1 8,X CO/S TOO M*40 ,= "S P WE>+ D[N A SALESP]SON IS A SPORT & 6NEGOTIATE IS A WAY ( LIFE4 ,&1 ( C\RSE1 A ME?OD 6(F] REASSUR.E 6!MVS IS T !Y >E RCVG ! BE/ VALUE AVAILA#4 ,"O (! GRTE/ RESPONSES TO 8,X CO/S TOO M*0 IS 6ASK 8,H[ F> A"P >E WE80 OR 8,H[ M* IS TOO M*80 ,SIMPLE "QS S* Z ^! W DET]M9E :AT !Y ?9K YR PRODUCT %D CO/4 ,:5 Y "K :AT !Y >E WILL+ 6PAY V]SUS YR ACTUAL CO/1 Y >E 9 A POSI;N 6OV]COME ! OBJEC;N4 ,AL1 GIV5 ! OBJEC;N 8,X CO/S TOO M*10 Y C ASK1 8,IN -P>ISON 6:AT80 ,AG IF X'S A PRICE OBJEC;N 6O!R AVAILABILITIES1 X IS !N A MATT] ( PRES5T+ ! B5EFITS ( DI6]5TI,N OV] ! -PETI;N4 #AD4 ,,! ,,REDUC;N ,,6,,! ,,RIDICUL\S ,,CLOSE 7,CO/-,P]-,"D ,CLOSE7 ,"! IS A _W ( DI6];E 2T WILL+;S 6PAY & ABIL;Y 6PAY4 ,"!=E1 :5 Y USE ! 8,CALCULATE ! ,CO/-,P]-,"D ,CLOSE10 X BRIDGES ! GAP 2T WILL+;S & ABIL;Y 6PAY4 ,:E!R ! OBJEC;NS >E 8,X CO/S TOO M*10 8,X'S M ?AN ,I WANT 6PAY10 OR 8,I ONLY H ? M* M"OY BUDGET$0 ? CLOS+ ME?OD W EASILY OV]COME ! M"OY OBJEC;N1 IF Y DET]M9E ! DI6];E 9 YR PRICE & SPR1D ! CO/ OV] A P]IOD ( "T4 ,= EXAMPLE1 YR PRODUCT CO/S 4#BD1JJJ & ! PROSPECT IS ONLY WILL+ 6PAY 4#BA1JJJ4 ,! 4CREPANCY 2T ! PRICES IS ONLY 4#C1JJJ4 ,!Y H -MITT$ 64#BA1JJJ4 ,! 3C]N IS 4#C1JJJ1 & T IS ! AM.T Y H 6JU/IFY4 ,Y SIMPLY SPR1D ! DI6];E 9 PRICE OV] ! LIFE"T ( [N]%IP4 ,= EXAMPLE1 SUPPOSE AN AUTOMOBILE HAS A PRODUCT LIFE ( FIVE YE>S4 ,SUP] A*IEV]3 ,MR4 PROSPECT1 ,I APPRECIATE YR 3C]N & 4#C1JJJ SEEMS L A MAJOR AM.T UNTIL Y BR1K X D[N4 7,H& ! PROSPECT YR CALCULATOR & ALL[ HM 6"W "? ! MA? ) Y47 ,LET'S SAY1 HYPO!TIC,Y1 Y W [N ? = FIVE YE>S1 DOES T S.D R1SONA#8 ,PROSPECT3 ,I SUPPOSE ,I WD H X FIVE YE>S4 ,SUP] A*IEV]3 ,IF WE DIVIDE 4#C1JJJ 0! FIVE YE>S WE GET 4#FJJ ,P] YE>1 DON'T WE8 ,N[ LET'S DIVIDE 4#FJJ 0#EB WEEKS P] YE>1 & WE >RIVE AT 4#AA.ED P] WEEK4 ,ISN'T T CORRECT8 ,( C\RSE1 "! >E SEV5 "DS P] WEEK S WD Y M9D DIVID+ #AA.ED 0#G8 ,T'S ONLY 4#A.FE P] "D4 7,"S"TS YR PROSPECT W SAY ? IS RIDICUL\S1 S 2F ! OBJEC;N SURFACES1 /1L ! OBJEC;N 9 ADV.E47 8,MR4 ,PROSPECT1 ,I "K ? MIE Y80 ,A R1L PRO P] =M$ ? TE*NIQUE )A FR S"EAL YE>S AGO :5 HE 0 PUR*AS+ A WRI/WAT*4 ,HE TRULY WANT$ 6BUY A WAT* T 0 4#FEJ M ?AN HE _H BUDGET$4 ,? PH5OM5AL SALESP]SON1 CALCULATOR 9 H&1 SD1 8,MIT*1 A NICE WAT* W LA/ A LIFE"T1 B = 4CUS.NS SAKE LET'S SAY Y ONLY 5JOY ! WAT* FIVE YE>S4 ,T'S ONLY 4#ACJ P] YE>1 OR 4#B.EJ P] WEEK4 ,IF WE RE,Y BR1K X D[N1 X WD ONLY 2 #.CF C5TS P] "D 6[N ! WAT* Y WANT R ?AN HAV+ 6SETTLE = "S?+ ELSE40 #AE4 ,,OBLIQUE ,,-P>ISON ,,CLOSE ,F ? PO9T %E BRIDG$ 6! OBLIQUE -P>ISON CLOSE4 ,? IS :5 Y -P>E ! DI6];E 9 PRICE ) "S?+ T SEEMS 9CONSEQU5TIAL OR M9USCULE4 ,9 ? CASE1 %E US$ A S(T DR9K Z ! OBLIQUE -P>ISON4 8,MIT*1 ,I BET Y PROBABLY SP5D M ?AN #.CF C5TS A "D ON S(T DR9KS & C(FEE1 DON'T Y8 ,= LESS ?AN #.CF C5TS1 Y CD [N :AT Y DES]VE4 ,0! WAY1 W T 2 A P]SONAL *ECK OR *>GE80 #AF4 ,,! ,M"OY ,,CLOSE ,IF Y >E 9VOLV$ ) ANY PRODUCT OR S]VICE ": F9ANCIAL T]MS >E (F]$1 "H IS ! PROC$URE Y C USE E "T 6BR1K ! T]MS 96- PON5T "PS3 #A4 ,TOTAL ,9VE/;T 7@4#72 #B4 ,9ITIAL ,9VE/;T 7@4#72 #C4 ,MON?LY ,9VE/;T 7@4#74 ,:5"E A PROSPECT SAYS1 8,I NE$ 6?9K X OV]10 9 MO/ CASES ! MA9 3C]N IS ! M"OY4 ,REVIEW ! ,I ,WANT ,6,?9K ,AB ,X ,CLOSE1 ON PAGE #ID1 *APT] #I4 ,SUP] A*IEV]3 ,MR4 ,PROSPECT1 ,I S5SE YR HESITANCY1 D Y M9D MY ASK+ IS X ! M"OY8 ,PROSPECT3 ,WELL1 ACTU,Y X IS A LL M ?AN WE ANTICIPAT$4 7,NOTE3 ,0BR1K+ ! M"OY 96-PON5T "PS1 Y W DET]M9E IF X IS ! TOTAL 9VE/;T1 MON?LY 9VE/;T OR 9ITIAL 9VE/;T T IS BLOCK+ ! SALE74 ,SUP] A*IEV]3 ,I C C]TA9LY "U/&1 S :Y DON'T WE TAKE A LOOK AT ! TOTAL (F]+4 #A4 ,TOTAL ,9VE/;T3 ,D Y FEEL -=TA# )! VALUE8 #B4 ,9ITIAL ,9VE/;T3 ,IS T AM.T -=TA#1 OR D Y H T R1DILY AVAILA#8 #C4 ,MON?LY ,9VE/;T3 ,H[ DOES T "W ) YR BUDGET8 ,SUPPOSE1 AF RUNN+ "? ? SC5>IO1 HE IS -=TA# )! TOTAL 9VE/;T & 9ITIAL 9VE/;T1 B ! MON?LY 9VE/;T IS ! *ALL5GE4 ,Y MAY !N 2 9 A POSI;N 6(F] T]MS4 8,I C "U/& ,MR4 ,PROSPECT1 B J SUPPOSE ,I CD (F] L;G] T]MS F ?REE 6FIVE YE>S & REDUCE ! MON?LY 9VE/;T 04#IG4 ,DOES T PLACE X )9 YR BUDGET80 ,:AT IF HE SAYS X'S ! 9ITIAL 9VE/;T8 7,:1 0! WAY1 MY "F ALW TOLD ME1 IF X 7 N =! D[N PAY;T1 A SALESP]SON CD SELL ANY?+1 2C SOCIETY TD IS ONLY 3C]N$ ) 8,H[ M* P] MON?807 ,Y C SAY3 8,I "U/& ,MR4 ,PROSPECT1 ! 9ITIAL 9VE/;T IS A LL M ?AN ANTICIPAT$4 ,Y TELL ME H[ F> A"P WE >E4 ,I'M "W+ = Y40 ,( C\RSE1 IF HE IS -=TA# )! MON?LY 9VE/;T &! 9ITIAL 9VE/;T1 ! TOTAL 9VE/;T OBJEC;N 7PRICE7 C 2 OV]COME 0%[+ VALUE OR US+ ! ,CO/-,P]-,"D ,CLOSE4 ,J REMEMB]1 :5 PROSPECTS HESITATE )! PRICE1 & "! >E T]MS (F]$1 X MAY N 2 ! CO/ T PLACES X \ ( R1*4 ,YR /UMBL+ BLOCK CD 2 9 "O (! -PON5TS (! CO/ : IS TOTAL 9VE/;T1 MON?LY 9VE/;T OR 9ITIAL 9VE/;T4 ,A4I;NAL ,PRICE ,RESPONSES #A4 ,YR PRICE IS TOO HI<3 ,9 -P>ISON 6:AT8 ,H[ M* DID Y ?9K X WD CO/8 ,H[ HI< IS TOO HI<8 #B4 ,Y'VE GOT 6D BETT] ?AN T3 ,:AT D Y M1N BETT]8 ,H[ F> A"P >E WE8 ,>E Y SAY+ Y >E PREP>$ 6MAKE AN (F]8 #C4 ,X CO/S TOO M*3 ,TD MO/ ?+S D4 ,H[ M* D Y FEEL X %D CO/8 #D4 ,I C GET X = LESS F YR -PETITOR3 ,I C APPRECIATE T ,MR4 ,PROSPECT1 T 2+ ! CASE :Y HAV5'T Y PUR*AS$ F !M YET8 7,NOTE3 ,T'S A BOLD RESPONSE1 B HE W TELL Y :AT'S KEEP+ HM BUY+ F ! -PETI;N47 #E4 ,H[ M* IS X8 ,T'S ! BE/ "P4 ,CD WE -E BACK 6T 9 J A MO;T8