Date: Fri, 8 Sept 2000
From: "Christopher P. Shinn CRP" <>
Subject: Selling Considerations
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Here are a few considerations relative to selling/pricing.

1.) What is the price/value ratio for your product in your market? i.e. what is the percentage above or below the mean price, as quoted by reputable competitors, that the (80% percent of surveyed) customers who report "price is very important" (19.3% surveyed said obtaining the best value was most important.)are willing to pay? How often are the salespeople within the price/value window.

2.) How much experience do you suppose the typical customer actually has in purchasing household goods moving services? (retired military and global executive excepted) Including "corporate customers," the vast majority of whom use an unmanaged relocation process. (i.e obtain three estimates primarily due to size, perceived ease of use, perceived economic benefit, or lack of knowledge?)

3.) Is relocation actually stressful or is this something that the psycho-babblers make-up to collect their $150 per hour? If indeed relocation is stressful, (I might also add, decision making by an inexperienced risk aversive "corporate" customer isn't likely to occur without a measure of stress on both sides) what type of "customer" is one dealing with?

4.) What kinds of decisions do you suppose inexperienced, stressed out customers/buyers tend to make? Level headed, well thought out objective decisions?

5.) The primary challenge faced by sales people (in my opinion) is acquiring the skill sets and knowledge base necessary to quickly and accurately identify the type of customer that he or she is dealing with so that he or she can most successfully create an environment that will enable the customer to be lead to an inescapable conclusion..that being, that the salesperson and thus, by definition, his or her company is the best choice for that customer and his or her family or business.

Easier said than done since most, (not all) companies idea of training in this business amounts to having the salesperson accompany the "old pro" on a couple of visits and then turning him or her loose on an unsuspecting (some would say somewhat deserving)public...I should know, it's how I was taught originally.

Good weekend to all...cs

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