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Review ------ “Dense with information, ranging from the simple to the complex, this book is a must-have for every retailer. It’s a nuts-and-bolts how-to born out of real world experience and success." —Retailing In “In a world with tens of thousands of sales books, is there room for one more? After reading Mark Hunter's new book, I say a loud 'YES!'” --Score More Sales “High-Profit Selling will get you Mark’s priceless, hard earned knowledge that will add measurable value to your overall sales process.” --Sales du Jour "Mark’s ins will change the way you think about discounting, price, negotiating, and, above all, the all-important concept of value…it’ll change your professional life." --Selling Fearlessly “Pperfect for entrepreneurs who are not confident in their current sales approach to prospects and need a better method for increasing profits more comfortably." --Entrepreneur Library “A very valuable, clearly organized and well written book. A must buy for sales and sales managers.” --Knights on the Road Read more ( javascript:void(0) ) Book Description ---------------- In the high-pressure quest to make a sale, acquire a contract, and beat out other bidders, sales professionals frequently resort to cutting prices, offering discounts, or making other concessions that cut into their operating margins—short-term strategies that are destructive to the long-term sustainability of their business. High-Profit Selling helps readers understand that their sales goal shouldn’t simply be to sell more, but to sell more at a higher price…and that success comes only to those focused on “profitable sales.” This eye-opening book shows readers how to: Avoid negotiating • Actively listen to customers • Match the benefits of their product or service with the customer’s needs and pains • Confidently communicate value • Successfully execute a price increase with existing customers • Ensure prospects are serious and not shopping for price Too many salespeople believe that a sale at any price is better than no sale at all. This powerful guide helps move readers toward a profit-centered approach that will strength en their relationships and increase their bottom line. Read more ( javascript:void(0) ) From the Back Cover ------------------- There’s a big difference between making sales…and making profitable sales. While it may be tempting to cut prices in order to fleetingly beat the competition, short-term strategies based on offering discounts can destroy the long-term sustainability of your business. In short, your sales goal shouldn’t be to sell more…but to sell more at a higher price. High-Profit Selling offers you a whole new way of thinking about sales. The book gives you a comprehensive, step-by-step system for moving toward a profit-centered approach that will strengthen your relationships and increase your bottom line. You’ll learn how to: Avoid negotiating • Actively listen to customers • Match the benefits of your product or service with your customers’ needs and pains • Confidently communicate value • Successfully execute a price increase with existing customers • Ensure prospects are serious and not shopping for price Customers will always want a “deal” . . . and all too often, salespeople are willing to give it to them before digging deep enough to find out what the real issues are behind their buying decisions. High-Profit Selling shows you how to avoid making price the central talking point and focus more on how your product or service meets your customers’ needs and desired benefits. All sales aren’t created equal. This book shows you how to close deals that truly make a profit. Advance Praise for High-Profit Selling “How do you handle today’s crazy-busy, price-sensitive customers? High-Profit Selling shows you numerous strategies you can use to avoid discounting and to reposition your offering as a worthwhile investment.” — Jill Konrath, author of SNAP Selling and Selling to Big Companies “Do you want more profits and more satisfied customers? Look no further than Mark Hunter’s book, High-Profit Selling. After decades in the sales industry, he knows what it takes to maximize price — and now he’s ready to show you.” — Ron Karr, author of Lead, Sell, or Get Out of the Way MARK HUNTER, known as “The Sales Hunter,” spent 18 years in the sales and marketing divisions of three Fortune 100 companies, and has conducted thousands of customized sales training programs nationally and internationally. His client list includes Coca-Cola, Samsung, Godiva, Abbott, Heineken, Mattel, Unilever, Dole, Novartis, and other industry leaders. His popular blog and website can be found at www.TheSalesHunter.com. Read more ( javascript:void(0) ) About the Author ---------------- Mark Hunter, known as, "The Sales Hunter," is globally recognized for his expertise in sales leadership. He specializes in business development and guiding organizations to find and retain high-quality prospects without discounting their fee. His ability to inspire sales teams to create self motivating and integrity driven cultures, makes Mark Hunter a highly sought after keynote speaker, consultant and coach. Mark has taken his vision for sales leadership to more than 25 countries and 5 continents where he leads and consults with companies ranging from small startups to global giants. Read more ( javascript:void(0) ) Excerpt. © Reprinted by permission. All rights reserved. -------------------------------------------------------- Introduction OVER THE Y E A R S , I’ve been amazed at the number of times salespeople have asked me how they can avoid lowering a price to close a deal. As many times as I’ve been asked, I know there are hundreds more salespeople wondering the same thing. The tactic of giving someone a lower price as an incentive to close a deal is certainly not new. It has been going on for as long as there have been people looking to sell something to someone else. What astounds me, though, is that cutting prices to close a deal seems to happen regardless of whether the item is staggeringly expensive or supercheap. Customers want a deal, and too many salespeople are more than willing to give that deal, regardless of the negative consequences. But will the customer buy if the price isn’t lowered? This is a vital piece of information to have if you want to close the deal. Unfortunately, many salespeople don’t dig deep enough to find the answer. The end result is the salesperson simply resorts to lowering the price. When the salesperson gives in once on price, the sales process usually becomes a game where customers wait to see how low they can get the salesperson to go on price—and everything else. Profits continue to erode at an expanding rate until the damage is done (and even then, some salespeople still don’t realize the extent of the damage). The purpose of this book is to show you how you can avoid cutting prices to close sales. I’ll even show you that instead of cutting prices, in many cases you actually can raise them! For some of you, this is an unheard-of concept because never has a week gone by in your selling career that didn’t involve lowering price, regardless of the impact on you or your company. I am dedicated to showing salespeople how to avoid this habit of discounting. While it is definitely possible to stay firm on your price (and even raise it), I’m not saying it is easy. If you are looking for a couple of quick, easy steps, this book isn’t for you. If, however, you want to make solid changes in your sales process that will lead to high-profit selling, then you have arrived at the right place. I will walk you through each phase of the selling process, from finding the right prospects to closing the sale. You will learn the techniques and ideas that you can best adapt for your situation and industry. The core of the problem rarely is a customer who is not willing to pay. Rather, I believe the problem begins with salespeople who do not believe in the price they are asking. If the salesperson does not believe in the price, then there is no way the customer will ever choose to pay anything that is not discounted. Harboring internal doubts about price affects the salesperson’s ability to close sales and, more important, to ensure the profit margin. In this book I’ll share personal stories—good and bad— about how I have dealt with issues on sales calls. The experiences cover a cross section of my more than twenty-five years as a salesperson and now as a consultant and speaker on sales and, particularly, on pricing. I think you will find that my stories are similar to situations you have already faced or are currently facing. Many salespeople cl that price is one of the biggest issues they confront when closing a sale. To me, it’s debatable whether price is genuinely a big issue or simply something we have come to believe is a big issue. I devote considerable time in this book to helping you determine whether price is the real, underlying issue holding back a sale or if the customer is merely saying it is the issue. More important, I’ll show you how to respond to the customer and even how to avoid getting into situations where price becomes the central focus. It may surprise you, but when selling situations are consumed with discussion about price, it usually means the salesperson is dealing with the wrong type of customer. You want customers who are focused less on price and more on how your product or service meets their needs and delivers desired benefits. High-profit selling is all about changing how you think. If you change how you think, you can then change how you deal with the customer. By changing how you deal with the customer, you can take control of the process and move yourself away from dependence on discounting to closing sales. In all my years in the selling profession, I have seen countless techniques that customers use to try to get a salesperson to lower the price. I will walk you through the more prevalent situations, including how to handle professional buyers and requests for proposals. My goal is to offer you solid solutions for the problems you face. After reading this book, you’ll be better prepared to go into your next sales call without relying on discounting to actually close the sale. Finally, I’ll share with you the exact steps you need to take to avoid the many problems that can arise when a company attempts to increase its price. High-profit selling sounds good, doesn’t it? It does to me! Let me show you that there is nothing wrong with high profits when they allow both you and the customer to win. Read more ( javascript:void(0) )