How to Sell at Margins Higher Than Your Competitors: Winning every sale at full price, rate or fee. Lawrence L. Steinmetz & William T. Brooks
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How to Sell at Margins Higher Than Your Competitors: Winning every sale at full price, rate or fee. Lawrence L. Steinmetz & William T. Brooks. 2006. ISBN 978-0471744832. (also Kindle). This is a small but detailed book and one I recommend to any sales manager charged with getting margins up. A bonus with the book is a complete addenda that lists all the ways professional buyers will mistreat (beat up ) a seller in order to get him to crack on price. if you have been there as a sales man you will recognize some of these immediately! Buyers lie in order to get you to lower price. If they could get it from someone else at a better price, why are they still talking to you (unless they can’t get delivery, quality, service or they are not allowed). The authors discussion of the price buyer is excellent and thorough. What I appreciate about the book is that it is more than a list of what happens, they then give you tactics that are useful in the sale. I have been at this a long time, and never knew the breadth of tactics in this book. I have already been able to use a few in the last few days to great results. (What do they say about the old dog, new tricks?) Their one chapter analysis on setting prices gives the practitioner immediate tools to help decide where you should stand. They are dead set against letting the market determine price – you have to. An essential book for your sales library.
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