Presenter
Orvel Ray Wilson
•What to say when you're asked to cut your price •Why you don't want price shoppers as customers •What to do when they really CAN get it cheaper •How to recognize when price objections are a smoke-screen •How to sell at prices HIGHER than the competition •Three strategies for getting more profit out of every transaction •A simple technique to justify your price, even when you charge MORE •23 situations where customers will gladly pay extra
Key Takeaways
- 1.Cutting your price by 10% requires selling 40% more to achieve the same profit.
- 2.Use unconventional tactics to differentiate your offerings beyond just price.
- 3.Add perceived value to your products or services to justify your pricing.
- 4.Confidently address and counter customer concerns about cost.
- 5.Position your product as the superior choice, even against lower-priced competitors.
- 6.Avoid the common pitfall of discounting just to secure a sale.
The High Cost of Price Cutting
In competitive markets, it's tempting to cut prices to win sales. However, this strategy is often a form of "business suicide." A mere 10% price reduction can necessitate a 40% increase in sales volume just to maintain the same level of profitability. This session with award-winning speaker Orvel Ray Wilson, CSP, provides a robust alternative, arming your sales force with unconventional "guerrilla" tactics to navigate and win price wars without sacrificing margins.
Key Strategies for Overcoming Price Barriers
This webinar moves beyond traditional sales techniques to offer innovative strategies for maintaining profitability against lower-priced competition. You will learn to:
- Differentiate Beyond Price: Develop unconventional tactics to make your offerings stand out.
- Enhance Perceived Value: Implement methods to add value that justifies your pricing structure.
- Address Cost Concerns: Build the confidence and skills to effectively manage customer objections to price.
- Establish Superiority: Position your product or service as the premium choice, neutralizing competitor pricing.
- Avoid the Discount Trap: Learn techniques to hold your price point and close sales based on value.
Who Will Benefit from This Webinar?
This session is designed for professionals who are directly impacted by price sensitivity and competitive pressures, including:
- Sales Professionals seeking a competitive edge.
- Business Owners and Entrepreneurs dealing with price-sensitive customers.
- Sales Managers aiming to provide effective training for their teams.
- Organizational Leaders focused on improving sales effectiveness and overall profitability.
Applying Value-Based Selling in Your Organization
Leaders can operationalize the principles from this webinar by cultivating a culture of value-based selling. This begins with training sales teams to deeply understand and articulate their unique selling propositions. The focus should shift from initial cost to long-term benefits and creative problem-solving. By changing the sales narrative from price to value, leaders empower their teams to secure more profitable deals and build lasting customer relationships founded on tangible benefits, not just a lower price tag.
This session explores innovative sales strategies designed to help businesses overcome pricing objections and competitive pressures. It focuses on how to maintain profitability and secure sales without devaluing products or services, a challenge that remains highly relevant for sales professionals and business leaders today.
What you'll learn
- Unconventional tactics to differentiate your offerings beyond price.
- Methods for adding perceived value that justifies your pricing.
- Strategies to confidently address customer concerns about cost.
- How to position your product or service as the superior choice, regardless of competitor pricing.
- Techniques to avoid the common trap of cutting prices to secure a sale.
Who this webinar is for
- Sales professionals looking for an edge in competitive markets.
- Business owners and entrepreneurs struggling with price-sensitive customers.
- Sales managers seeking effective training for their teams.
- Leaders aiming to improve their organization's sales effectiveness and profitability.
- Anyone interested in mastering value-based selling.
Why it matters now
In an ever-evolving market, price competition is a constant challenge for businesses across all sectors. The ability to articulate and deliver value, rather than succumbing to price wars, is crucial for sustained success and growth. Organizations that master these skills can protect their margins and build strong, lasting customer relationships based on perceived benefits, not just the lowest cost.
How leaders can apply this
Leaders can implement the principles discussed by Orvel Ray Wilson by fostering a culture of value-based selling within their teams. This involves training sales staff to understand and articulate their unique selling propositions effectively. Encourage the development of creative solutions that emphasize long-term benefits and problem-solving, rather than focusing solely on initial cost. By shifting the sales narrative from price to value, leaders empower their teams to command fair prices and secure more profitable deals.
About this session
Key takeaways
Watching this webinar gives you grounded, practical perspective on Business Expertise. Expect ideas you can use in leadership conversations, not abstract theory, drawn from Orvel Ray Wilson's direct experience.
Who this is for
CHROs, HR business partners, talent leaders, executive coaches, organizational development practitioners, and senior leaders who are responsible for resources inside their organization.
Why it matters now
Workforce expectations, hybrid work patterns, and AI-driven change keep raising the bar on culture and leadership. Sessions like this help leaders make smarter, more evidence-informed decisions about Business Expertise.
How to apply it
Use the ideas here to challenge a current assumption on your team, design a single concrete experiment in the next 30 days, and bring one finding back to your leadership group for discussion.
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