Chapter 40 Chapter Eight Bargaining: Making Customers Willing to Pay

In the process of bargaining with customers, quotation is a key link. In the communication with customers, who should quote first?Is it quoted by the salesperson or by the customer?This issue has been controversial in sales practice. But in any case, the salesperson should first notice the advantages and disadvantages of the quotation sequence.The advantage is that the first quotation has a great influence.If the salesperson quotes first, it actually sets the framework for the negotiation, and the final transaction contract will be reached within this range.Therefore, the influence and intensity of quotation first is greater than that of quotation later.The downside is that if the customer already has an idea of ​​the salesperson's price starting point, they can revise their offer—a counteroffer—and gain benefits they might not otherwise have received.

In sales quotation, who should quote first should analyze specific issues to see whether it is beneficial to the salesperson to quote first and then quote.If the negotiation is very intense, you may wish to make an offer first to gain the initiative.If it is a sales negotiation in a normal atmosphere, you can act accordingly and play by ear. If the sales target is an old customer, and they have long-term business contacts with each other, the cooperative relationship between the two parties is relatively good, they understand each other, and the relationship is harmonious.In this case, whoever quotes first is feasible for both parties.Moreover, when negotiating various contract terms, there is no need to negotiate item by item, because the previous and common practice has been confirmed by both parties, so only a few transaction conditions need to be negotiated.Because the two parties trust each other and the atmosphere of cooperation is strong, the quotation and negotiation stage is no longer a tricky process that requires repeated contests, and neither party will entangle too much on side issues, so the entire negotiation process It can be greatly accelerated, and the transaction can be successfully completed in a relatively short period of time.

When quoting, from the seller's point of view, the general quotation is the highest feasible price.From the customer's point of view, the general quotation is the lowest feasible price. Why are salespeople's quotations often the highest?The reasons are: First, the quotation sets a maximum limit for the buyer's asking price.Once determined, generally speaking, it is difficult to ask for a higher price, and the customer will not accept a higher price than this.Secondly, the quotation directly affects the customer's impression and evaluation of the product, that is, whether the product is worth the "price".Thirdly, if the quotation is higher, there will be room for future negotiations, and there will be a "chip" in hand for trading.Finally, quotations often have a substantial impact on the price level at which transactions are made.

When quoting, salespeople often think that the higher the asking price, the higher the target, and the customer's counteroffer cannot be too low. Therefore, this quotation method may bring more benefits.However, it must be reasonable to quote a high price. It should be noted that the quotation cannot be exaggerated, just talk about it, and do whatever you want.Any quotation must be justified and "why"!If you can't give more reasons, it will damage the entire sales negotiation process, make yourself passive, lose face, lose credibility, and eventually be forced to make concessions.

When quoting, adopt the strategy of "price should be high", that is, the salesperson should ask for a high price and make concessions slowly.By adopting this strategy, the salesperson can undercut the customer's confidence at the outset, while at the same time taking the opportunity to understand the strength and position of the other party.If the salesperson can make good use of this strategy during negotiations and strive for opportunities for discussion, there will be unexpected gains. When entering the quotation stage, it is worth noting that when quoting, the determination of the highest price must pay attention to the customer, that is, to study the customer's transaction method and attitude, and treat it differently.

If the customer pursues his own interests too much and puts pressure and influence on the salesperson from the beginning, the salesperson must build confidence and put some pressure on them at a high price. If it is not just the seller who is negotiating with the customer, but there are many competitors, then you only need to set the price at a position that can at least attract the attention of the customer, so that it is attractive and can maintain the sales negotiation . Sales staff should also pay attention when quoting: the quotation must be clear, without reservation, without hesitation, and there is no need to explain it when making a quotation.The reason is: the other party will generally not accept your offer, or will not accept it right away, and must inquire.If you explain it immediately after the quotation, it will make the other party realize, "Ah! So you are concerned about these issues."

In price negotiations, the other party has made an offer, such as "this is the last bid" or "this is the highest price", which sounds like there is no room for it.In this case, the salesperson must not believe easily, and must first test the other party's determination. After testing, the other party's determination has been made, and there is no room for compromise. The salesperson must either sign or lose the deal.If after testing, the other party is just bluffing, it is necessary to counter-offer. Therefore, counter-offering is necessary and should follow the principles of reasonable price and science.

After the other party quotes, the salesperson will immediately respond appropriately to the other party's quotation. Under normal circumstances, after one party quotes, the other party may not unconditionally accept the price quoted by the former.In the sales promotion process, the price is what people care about most, and people often have the following psychology: Want to buy cheaper products. In order to outperform competitors and develop yourself well, buy products at lower prices. In order to show your negotiating ability, you must beat your opponent in the bargain. I want to show off my talents in front of the people around me.

Afraid of losing money. See the other side's concessions as a sign of improving your status. According to experience, only bargaining can make the other party make concessions. Do not understand the value of the product, do not know how much it is worth. Want to find out the real price of the product. Want to buy cheaper products from a third party, so try to cut prices and put pressure on the other party. In addition to the price, the other party has other important opinions, and the price issue is just a cover. The other party wants to use bargaining to achieve other purposes. Counter-offering is to make a second quotation based on the price offered by the other party. In order to make the bargaining develop in a direction that is beneficial to oneself, after receiving the quotation, the salesperson should carefully read all the contents and judge the other party through the content. Intentions, analyze which one is crucial and which ones are secondary.

When making a counter-offer, the salesperson should first ask the other party for the basis of the quotation and how much room for flexibility there is under the main conditions. intention.During the inquiry, one's intention cannot be disclosed. If the other party asks a similar question, one should answer as little as possible, and have a good grasp of what should be said and what should not be said. Compromise is a common thing for salespeople in price negotiations with customers, but it is difficult to make appropriate concessions and grasp the overall situation, because both parties are evenly matched negotiating opponents with rich negotiating experience.In general, there are several ways to deal with the concession problem in bargaining:

Don't make unnecessary concessions.In negotiations, each concession is exchanged for corresponding concessions by the other party in other areas. The concessions need to be just right.When needed, make small concessions in exchange for the satisfaction of the other party. Concessions can be made first on secondary issues according to specific circumstances, so as to induce the other party to make concessions on important issues. Don't promise equal concessions.In the negotiation, after one party makes a concession on the price of a certain item, it also requires the other party to make the same concession. At this time, the other party should find an appropriate reason to politely refuse. May withdraw its own concessions.If you have made a concession on the price, but feel that you have not considered it well and want to take it back, then you should make a decisive decision so as not to miss the opportunity, and you can completely withdraw the concession you have made during the counter-offer stage. The range of a concession should not be too large, and the pace should not be too fast.If the concession is large and fast, the other party will feel that your concession is an easy matter, thereby enhancing the other party's self-confidence and enabling the other party to take the initiative in future negotiations. One man told of a time he had bargained. When I was on vacation in Bali, Indonesia, I went shopping once and saw a wooden sculpture. "How much?" I asked. "Twenty thousand rupees." "Eight thousand!" I said. "Oh my God!" The peddler patted his forehead with his hands, pretending to faint, and then looked at me, "Fifteen thousand." "Eight thousand." I have no expression. "Oh my God!" He turned around on the spot, then turned to the stall next to him, raised the wood carving in his hand to the stall and shouted: "He paid eight thousand! My God!" He said to me again: "The lowest , I’ll sell you 13,000 to make a relationship, and you can bring your friends here tomorrow, okay?” I shrugged with a smile, turned around and left, because I only had nine thousand in my pocket, even if I got nine thousand, it was still too far away from thirteen thousand.I had only gone four or five steps when he shouted loudly from behind: "Twelve thousand, twelve thousand!" I continued walking and went to other stalls to look at things, but he was still waving: "Come here! Come here! We are friends, right? I'll count you 10,000, half sell and half give away!" I continued walking and walked out of the place where the vendors gathered. Suddenly a child ran up and pulled me, and I followed him curiously. It turned out that it was sent by the vendor to drag me back to the store. "Okay! I'm going to rest, it's eight thousand!" Now, every time I see this wooden sculpture on the table, I think of that peddler.I often think, how can I get it so cheap? Because I stuck to my bottom line. I also thought, why would he sell it?Thinking of this, I am not so proud anymore, because 8,000 rupees must be above his bottom line, maybe he will sell it for 7,000 rupees. For salespeople, how should they find out the bottom line of customers? You can use the method of fabricating the boss's opinion to raise the reserve price.For example, a customer wants to spend 15 yuan to buy a power socket, but the price you want is 20 yuan.You can say, "We all think the price of this product is okay. If I can get the boss to drop it to $17.50, would you accept it?" Using the boss as a shield doesn't mean you have to sell them for $17.50.However, if he thinks that 17.5 yuan is also acceptable, you can increase his negotiated reserve price to 17.5 yuan, and now the difference with your request is only 2.5 yuan, not 5 yuan. Judge their quality standards by offering a poor quality product. "If you're only paying $15, would it be okay for me to show you a receptacle with copper contacts?" In this way, you might get them to admit that price isn't their only consideration, they do care about quality. Recommend better quality products and determine the maximum price they are willing to pay. "We also have sockets with higher performance, but each is 20 yuan." If the customer is interested in this kind of performance, you know he is willing to spend more money. There is a way to disarm a customer, he will tell you the truth, and if he knew you were selling this item, he would not do it.You say, "I'd love to do business with you, but this one isn't mine, let's work together later." You disarm him in this way, and then you say, "I'm sorry I can't sell you this socket , but as far as the two of us are concerned, how much do you pay for it?" He may say, "I think 15 yuan is the lowest price, but I think 18 yuan is also acceptable." The customer has an expected price and a rejected price. During the negotiation, the salesperson does not know what his rejected price is, because the salesperson always considers his expected price.If these techniques are used, the salesperson is likely to figure out the customer's rejection price. Haggling is indeed a commonplace thing in sales work.Sometimes, the salesperson provides high-quality service and high-quality products, and does not want to win by lowering the price. Facing the request of the customer to lower the price, he must calmly explain the reasons for not lowering the price to the customer in a firm tone. If some customers ask: "How much discount can you give me?" Salesman: "Sorry, our company has always stipulated that there is no discount, because the quality of our products is never discounted, so it is difficult to discount the price. If we discount casually, our company's reputation will be ruined." Customer: "XX company promised to give us a 5% discount if we buy their products. Why don't you give us a discount?" Salesman: "As far as we know, the company that gave the discount has already incorporated the 5% profit into the selling price. Our company absolutely does not use this method of 'the wool is on the sheep' to please customers. Our current sales The price is the most reasonable and the lowest price, don’t you think we are a trustworthy and honest company?” In this example, the salesperson used the company's reputation to make a fuss about the company's credibility, because they would rather risk reducing sales than cheating. When people decide to buy bulk items, although they all want to save some expenses in various aspects, whether they can save various small expenses will generally not affect the final transaction.This is like a piano that costs 5,000 yuan, but you don’t care about a piano bench that costs 100 yuan.As a shrewd salesperson, you must be good at grasping the shopping psychology of customers, hold on to the price and not relax, so that you will increase a lot of extra income. In short, bargaining is an essential link in the sales process. As long as salesmen grasp the customer's shopping psychology and make full use of language skills, they can increase sales revenue.Please believe that there are no stubborn customers, only salespeople who bite the price.