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Changing the Customer Conversation

I have been saying for many years that we have to sell the end result and not the plan. That means focusing on outcomes for the customer instead of the parts and pieces of the transaction. In order to do this, AV companies must first do three things: 1. Identify (and understand) the Ideal Customer 2. Develop and promote a compelling Value Proposition 3. Understand how your Pricing affects gross profit If you have taken...

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Price Shopping is a Psychological War

Sometimes we have to deal with price shoppers, but they aren’t necessarily bad business – if you know to play the game. Actually, it’s more like a war. “The Art of War” by Sun Tzu teaches us lessons in strategy instead of battle because, “He will win who knows when to fight and when not to fight.” When it comes to price shoppers, you have to beat them at their game before negotiation ever begins. “Attack is the...

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