Marketing Generics Application Note:
How to Nail Price Relativities. Pricing negotiation techniques
What should you do when the buyer says “This is the price I’ve got from the competition – what are you going to do about it?” Should you try and match the price, or are there some other techniques that will help you counter the buyer’s apparently powerful but actually flawed negotiating technique? The problem is that is unlikely at this stage that anyone really understands what the particular price the buyer is quoting really means. Because it all depends upon what the buyer will get for that money. And how does the performance that he is being offered really compare to his purchasing criteria? So there is no such thing as an absolute price. Only pricing relativities. This Application Note explains practical ways that you can nail the pricing discussion and find out the relativities.
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Keywords: the concept of price relativities, comparing prices, absolute price, nail the pricing discussion, the selling cycle, price negotiations, price discovery, Price Relativities Template