| It's all about price!! | | | | the cheapest. If not can you rationalize why? |
| Wrong. Wrong. Wrong. Wrong. And did I say - | | | | Come on - do it! |
| Wrong! | | | | How did you do? |
| If your attitude and mindset about your products | | | | Are you eating Lidl own brand baked beans, |
| and services before you start the day is: | | | | driving a Skoda, writing with a pencil, dressed in |
| "Well it's a commodity marketplace and everyone | | | | 'George' from Tesco's, making calls on a 5 year |
| buys on price" | | | | old Nokia 'brick' phone, holidaying in Butlins, sitting |
| Then you have lost all chance of making any | | | | on a sofa from the local 'seconds' sofa workshop |
| valuable sale before the day has even started. | | | | and running your business customer database on |
| If you are the company owner or senior sales | | | | some cut up old inbound faxes to save paper? |
| manager then this is nothing short of criminal. This | | | | My guess is a resounding NO. |
| is the attitude that you feed back to your staff | | | | In one or two cases I might have been close but |
| and employees. How on earth can you expect | | | | very rarely do people uniformly buy on price. |
| staff to sell at healthy profit margins and sell on | | | | Various research regularly points to the fact that |
| value if your whole company mindset is built on | | | | around: |
| price. | | | | - 20% of people will always buy the cheapest |
| This is an attitude that says - "we are rubbish - | | | | price no matter what. |
| get out there and sell on price!" | | | | - 3-5% will invariably buy the most expensive |
| This type of thinking is a terminal cancer that will | | | | - 75% of people like you and me will occasionally |
| eat right through the core of the business. | | | | buy on price if we have no other reason to base |
| Eliminate it and you will prosper. | | | | our purchase decision on. |
| As a starting point take 10 minutes to write out | | | | Give people a reason to but from you other than |
| ten purchase you have made recently and | | | | price. . Do not leave them to come to their own |
| indicate if you can hand on heart say they were | | | | conclusions because if they have to it will be price! |