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Also be aware of the salesman's anecdotal
evidence that price seems to be the only factor that a customer considers in
making a purchasing choice. A huge amount of research has been done on this
subject. Whereas the salesman will generally place price as the number 1 factor
in a list of factors such as delivery, service backup, functionality, etc;
customers will place it as only the number 3 or number 4 factor. |
The production of good sales presentation
material can help enormously here in that the salesman can be guided to promote
other positive aspects of the product or service on offer and hence build up
its perceived value to customer. If there is no attempt by the company to
influence the sales story then invariably it will be driven by the customer and
this can lead very quickly to a debate on price and nothing else. |