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Upsell! Overcoming Price Objections by Guerrila Sales Speaker Orvel Ray Wilson, CSP
1. GUERRILLA SELLING
GUERRILLA SELLING
UPSELL!
How to Close More Business
at Higher Prices
Orvel Ray Wilson, CSP
Sr. Partner
THE GUERRILLA GROUPinc
inc
Presented by:
Presented by: THE GUERRILLA GROUPinc
6. GUERRILLA SELLING
GUERRILLA SELLING
It’s a Jungle Out There!
Economic Uncertainty
Ruthless Competition
Customer Expectations
THE GUERRILLA GROUPinc
7.
8. GUERRILLA SELLING
GUERRILLA SELLING
It’s a Jungle Out There!
Economic Uncertainty
Ruthless Competition
Customer Expectations
Pressure on Prices and Margins
THE GUERRILLA GROUPinc
14. “This DVD player sells for less than DVD players costing twice as much.”
15. GUERRILLA SELLING
GUERRILLA SELLING
Why Sellers Think Price is More
Important than it Really Is
They ALWAYS ask you to cut price,
because . . .
They often really CAN get it cheaper
Why are they talking to you?
THE GUERRILLA GROUPinc
16. GUERRILLA SELLING
GUERRILLA SELLING
What That Customer REALLY
wants is:
YOUR product
YOUR technical expertise
Your availability
YOUR service
and THEIR price.
THE GUERRILLA GROUPinc
17. GUERRILLA SELLING
GUERRILLA SELLING
Why you don't want price
shoppers as customers:
They gobble up your time
They do all the complaining
They brag about the deal they got
They’ll steal your ideas, information
and knowledge
You establish a precedent
THE GUERRILLA GROUPinc
18. GUERRILLA SELLING
GUERRILLA SELLING
Why you don't want price
shoppers as customers
They gobble up your capacity
–If you cut your price by 10%,
you have to double your unit sales
volume by just to make up the
difference.
THE GUERRILLA GROUPinc
19. GUERRILLA SELLING
GUERRILLA SELLING
Do the Math:
Total Sales $1,000,000
COGS $650,000 65%
Gross Margin $350,000 35%
G&A Fixed $200,000 20%
COS Variable $150,000 15%
Potential Profit: 20¢
THE GUERRILLA GROUPinc
20. GUERRILLA SELLING
GUERRILLA SELLING
Do the Math:
Total Sales $ 900,000 100%
COGS $650,000 72.2%
Gross Margin $250,000 27.8% 20%
GS&A Fixed $200,000 20%
COS Variable $150,000 15%
Potential Profit: 11.1¢
THE GUERRILLA GROUPinc
21. GUERRILLA SELLING
GUERRILLA SELLING
You Have to Increase Sales
$1,801,801.80
80% increase in Dollar Sales just to
80% increase in Dollar Sales just to
make the same amount of money.
make the same amount of money.
But DOUBLE the unit sales
But DOUBLE the unit sales
The lower your margin the worse it
The lower your margin the worse it
gets
gets
THE GUERRILLA GROUPinc
22. Low Bidder
“How did I go broke? I was the low bid!”
23. GUERRILLA SELLING
GUERRILLA SELLING
On the Other Hand:
If you RAISE your price by 10%
you can lose 34% of your sales and
STILL break even.
THE GUERRILLA GROUPinc
25. GUERRILLA SELLING
GUERRILLA SELLING
What They Really Need:
Two or more vendors
Technical and engineering help
On-time delivery
Minimize downtime
Clinical education
To buy what they’re told to buy
THE GUERRILLA GROUPinc
26. GUERRILLA SELLING
GUERRILLA SELLING
What They Really Need:
Feel like they’re taking better care of the
patient
Meeting business needs
Minimize service and repair costs
Avoid over-engineering the solution
THE GUERRILLA GROUPinc
27. GUERRILLA SELLING
GUERRILLA SELLING
What They Really Need:
Workflow and productivity solutions
Timely and accurate CPT billing
Predictability and consistency
Responsive, courteous and timely action
by vendors when they have questions or
problems
Look good to their boss.
THE GUERRILLA GROUPinc
30. GUERRILLA SELLING
GUERRILLA SELLING
The Law of the Slight Edge:
“The difference between a champion
and an also-ran, more often than not,
is a very slim margin.”
THE GUERRILLA GROUPinc
31. GUERRILLA SELLING
GUERRILLA SELLING
Philip’s Position in the Market
We’re #4 in CT
– Leader in Cardiac Imaging
– Leader in Cardiac Imaging
» CT, 64, 128, 256, CV, Hybrid CV
» CT, 64, 128, 256, CV, Hybrid CV
– 256 iCT Platform
– 256 iCT Platform
– 130 units installed
– 130 units installed
Don’t let others tell your customers
where you’re positioned
THE GUERRILLA GROUPinc
32. GUERRILLA SELLING
GUERRILLA SELLING
Philip’s Position in the Market
Unified Approach leveraging
relationships and solutions across
modalities
Tell the Full Story
– “The Company That Cares”
– “The Company That Cares”
The Year of the Upgrade
UPSELL! the 64 to 128 or 256
THE GUERRILLA GROUPinc
35. GUERRILLA SELLING
GUERRILLA SELLING
Customers Will Pay More
Quality
Authenticity
Stability
Reliability
Social or Ecological Values
THE GUERRILLA GROUPinc
36. GUERRILLA SELLING
GUERRILLA SELLING
“Mr. Colton, do we stand behind our products?”
Customers Will Pay More
Knowledgeable salespeople
THE GUERRILLA GROUPinc
37. GUERRILLA SELLING
GUERRILLA SELLING
Customers Will Pay More
Knowledgeable salespeople
Reputation
Partnership
Consistency
Customization
THE GUERRILLA GROUPinc
39. GUERRILLA SELLING
GUERRILLA SELLING
Customers Will Pay More
Miniaturization
Ruggedization
Availability
Delivery
Expediting
THE GUERRILLA GROUPinc
40. GUERRILLA SELLING
GUERRILLA SELLING
Customers Will Pay More
Flexibility
Financing
Advanced technology
Arrives in perfect condition
THE GUERRILLA GROUPinc
43. GUERRILLA SELLING
GUERRILLA SELLING
Customers Will Pay More
Problems fixed quickly
Environmentally friendly
–78% Said they would pay $2,000 more
for a car that gets 35 mpg
Benefit a third party
THE GUERRILLA GROUPinc
44. GUERRILLA SELLING
GUERRILLA SELLING
Customers Will Pay More
Local Sourcing
– 82% have consciously supported local or
– 82% have consciously supported local or
neighborhood businesses
neighborhood businesses
Brand Names
Referral
THE GUERRILLA GROUPinc
48. GUERRILLA SELLING
GUERRILLA SELLING
To Arrange for Orvel Ray to
Speak to Your Convention,
Conference or Sales Meeting
OrvelRay@GuerrillaGroup.com
Call: 800-247-9145 to receive a
Complimentary Video Demo
www.GuerrillaGroup.com for details
THE GUERRILLA GROUPinc