The Price is Right: Tips for Dealing with 'How Much?'

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© 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Welcome to our 11th webinar of 2014!

•Specifically for our premium members •Please ask questions throughout • Send questions to ‘Organizers and Panelists’ • We’ll try to answer questions at the end

•We’ll send you a copy of the presentation and post in our Education Center! © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Share key takeaways:

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One lucky winner with the best tweet will get a one-on-one pricing and sales consultation with Alan Berg! Š 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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© 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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© 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Why do they ask “How much…?”

They don’t know what else to ask

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When they ask “How much…?”

It does not automatically mean: • • • •

they can’t afford it they want your bottom package/service they won’t spend more they’re price shopping

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Price questions are buying signals and opportunities © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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If they’re not asking you “How much?”…

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What do you want to hear when you’re

the customer? © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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4 ways to handle price on your website & marketing tell them

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4 ways to handle price on your website & marketing tell them

don’t tell them © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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4 ways to handle price on your website & marketing tell them

don’t tell them

starting price

© 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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4 ways to handle price on your website & marketing tell them

don’t tell them

starting price

price range © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Tell them WHY, not just WHAT

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Make a bullet point list of outcomes, not services © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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When you choose Acme Band (or DJ) for your wedding you’ll always get:

• a packed dance floor • happy guests with tired feet

• ear to ear smiles from the fun you’re all having © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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When you choose Acme Floral Decorators for your wedding flowers, you’ll always have: • someone who’ll listen to your ideas and bring them to life • colors, sights and fragrances that bring a multi-sensory experience to your wedding

• designs that enhances your theme and décor • a bouquet that’s the supporting cast in your wedding production… you’re the star • oh yeah, and of course you'll have beautiful flowers, artfully arranged by expert designers © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Come to Acme Wedding Gowns and you’ll experience: • •

• •

friendly design consultants - we love helping you find the right dress a relaxed atmosphere - it's stressful enough, you don’t need more lots of dresses from many great designers – don’t worry, we’ll help you find the right dress in-house seamstresses who won’t be happy with the fit, until you are © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Your brand is defined by the words your customers use © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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72% of consumers trust online reviews as much as personal recommendations WeddingWire Survey 2013 Š 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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They place a higher value on the things that are their highest priority © 2014 AlanBerg.com AlanBerg.com •• Left Left of of Center Center Mktg.

Mktg. & & Pub. Pub. LLC LLC © 2014

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tangible vs. intangible

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Mktg. & & Pub. Pub. LLC LLC © 2014

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Make a bullet point list of testimonials & reviews © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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What can you expect when you choose Acme Catering for your wedding?: • “My guests were still raving about the food weeks after our wedding” - Debbie and Steve, Chicago, IL

• “After attending several weddings at Acme we just knew we had to have our wedding there” - Phillip and Tom, Schaumburg, IL

• “We couldn’t have been happier with the staff at Acme. Everyone was so helpful and our wedding was just perfect.”

- Sasha and Eric, Milwaukee, WI © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Many price challenges are self-inflicted © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Sometimes you: • use too many industry terms • assume that they know more than they do • want to be ambiguous • are left-brained and they’re right-brained (or vice versa) © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Choose to be the easier solution © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Have better packages and pricing info © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Avoid pricing problems before they arise © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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How are your sales skills?

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3 ways to earn more: 1. more volume 2. higher prices 3. both © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Have 3 packages 1. low (off season/date) 2. most popular 3. aspirational © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Help Them Buy

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discounting vs. negotiating © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Give a discount… get something in return © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Is that really the best price?

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They won’t know your best price until you say “No” to a lower one

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Don’t negotiate against yourself

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Negotiate like you don’t need their business, even when you do © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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Thanks for listening

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© 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC © 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC

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