Some buyers truly are “price buyers.” They are only interested in getting the lowest price possible for a product. Other buyers are “value buyers.” They will pay more for the differentiated value you provide. The trouble is some “value buyers” will try to convince your reps that they are “price buyers” in order to get a lower price. Classifying your buyers and knowing when and how much discretionary discount to allow can make the difference between revenue stagnation and accelerated growth.
- Buyer Personas
- Segment battle cards
- Allowed discount rates
- Negotiation training
With this phase completed, it is time to move on to Phase 15: Price Incentives.