"It goes without saying that the way people buy today has changed from the ‘heady days’ of pre-internet.

In the past, sellers held all the information and as a result, controlled the sale.

Today, the buyer is in charge.

Armed with the internet and a global list of suppliers to choose from, they have the ability to solve their own problems and commoditise the conversation onto one common denominator...

Price!

So why does price seem to dominate so many sales discussions?

Are there genuine reasons why anyone would want to discount or reduce their prices?

And what can we, as Sales Professionals, do to limit or remove the need to talk about price altogether when we’re helping people buy from us…

In this episode of the podcast, we’ll tackle all three of these issues in detail.

Featured in the episode are the books;

“They Ask You Answer” by Marcus Sheridan, which we use to discuss the topic of full-disclosure pricing.

(Link to the book: https://www.amazon.co.uk/They-Ask-You-Answer-Revolutionary/dp/B0735ZV5FJ)

“Eat Their Lunch” by Anthony Lannarino, which is by far the best sales book I’ve read in 2019 demonstrating ways to deliver greater benefit to your customers, and in doing so, win their business at the expense of others.

(Link to the book: https://www.amazon.co.uk/Eat-Their-Lunch-Customers-Competition/dp/B07J5NQ9KK/ref=sr_1_1?ie=UTF8&qid=1552480698&sr=1-1&keywords=eat+their+lunch)

A special mention also to Will Barron who hosts The Salesman Podcast – I was invited on as a guest recently and you can watch that episode (#591) on YouTube here:

https://itunes.apple.com/gb/podcast/the-salesman-podcast/id1007344621?mt=2

Finally, if your interested in attending the 6 week sales training course discussed on the show, you can find out all about it by heading over to the 'events' page on the website, where you’ll find the details listed under Sales MOT.

https://www.salescadence.co.uk/