Selling the Price Increase. Jeb Blount
Читать онлайн книгу.Deep Dive 14 The Price Increase Risk Profile The 9-Box Risk Analysis Template Risk Profile Elements Losing Customers on Purpose 15 Planning the Price Increase Conversation 16 Set the Stage Customers Resist Change Prime Customers for Change Give Customers a “Heads Up” Leverage the Law of Reciprocity Set a Formal Appointment for the Price Increase Conversation Part Three Wrap-Up: Reflections Note
11 PART IV: Making Your Case 17 Message Matters Confidence Is the Key Ingredient Emotional Contagion: Customers Respond in Kind Developing Confidence Trust the Process Change Your Self-Talk Change Your Physiology Change Your Words Avoid Projecting Notes 18 Influencing Price Increase Acceptance The Three Drivers of Price Increase Acceptance Answering WIIFM Authenticity Notes 19 The Eight Price Increase Narratives Economic Fairness Narrative Maintain Quality Narrative Continue Services Narrative Reverse Value Narrative Reciprocity Narrative Past Value Narrative Present Value Narrative Future Value Narrative 20 The Price Increase Because Statement The Five-Step Price Increase Because Statement Framework Personalized, One to One Because Statements One for Many Because Statements Crafting Because Statements Note 21 The Formal Price Increase Business Case Sutton's Law: Go Where the Money Is Derisking the Large Account Price Increase Sutton's Corollary Approaching the Formal Business Case Presentation Price Increase Business Case Structure Weaving the Narratives Part Four Wrap-Up: Reflections
12
PART V: Closing, Handling Objections, and Negotiating
22 Closing
The Assumptive Close Framework for Price Increases
Shut Up
23 The Ledge Technique
Look Out! Here Comes Fight or Flight
Use the Ledge
Note
24 Four Techniques for Handling Price Increase Objections
Just Let Them Vent
Enroll Them
Space and Time
Relate, Explain, Confirm
25 Negotiating the Price Increase: D.E.A.L. Framework
D.E.A.L. Negotiation Framework
26 Discover
Capitulate
Counter
Confront
Clarify
Get the Issues on the Table
27 Explain
Do the Math
The Value Equation
28 Protect the Points
What Your Customer Is Really Negotiating For