The majority of salespeople cannot provide customers with a dollars-and-cents reason to pay more for their products -- not because they lack the desire, but rather because they simply don't know how to do it. Extraordinary time, energy and dollars have been spent training salespeople to sell features and benefits. Salespeople develop the discounting habit when they don't know how to respond to downward price pressure. In order to break this habit, salespeople need to learn how to overcome price pressure by giving customers a dollars-and-cents reason to pay more for their product. The secret is learning how to develop effective marketing systems that attract business instead of you begging for it. Motivated, qualified prospects chase you instead of you chasing them. If you want to contact a particular company, don't cold-call. Rather, use targeted direct mail by identifying at least two to three people in the organization to whom you can send a letter.
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