Cable Advertising Question

[Ron Lindeboom]

[Steve Kownacki] “I would simply ask for a new sales rep that listens. We are all in the same boat of properly pricing our products for clients and this guy didn’t listen to you. What if you had a client come in and pose a similar situation: They had $2500 to spend and you came back with only a $10K deal; never addressing what you could do for the $2500. Fail.”

Not necessarily, Steve. Any good salesman learned long ago that if the “budget” is one number, then that number plus a “bump” is quite likely the result — if the presentation is done well enough, with enough clear reason to show the merit and value in the up-sell.

Rarely have I missed an up-sell. I *never* believe that the customer is telling me the “real and final locked-in-concrete” price. I take the “budget” as a suggestion, nothing more.

From there, I always quickly mentally construct a “good, better, best” scenario, using their suggested budget as the good level. Often, after a well presented case for each, they will step up to the better or best option for the increased budget. Rarely does it end with the suggested and proposed budget as the final answer.

Best regards,

Ron Lindeboom

[Steve Kownacki]

[Ron Lindeboom] “if the presentation is done well enough, with enough clear reason to show the merit and value in the up-sell.”

I agree with your entire response Ron. I interpreted Aaron’s original statement that no reasoning was provided and that’s what caused the frustration.

Steve