{"id":16805,"date":"2023-07-14T06:00:36","date_gmt":"2023-07-14T06:00:36","guid":{"rendered":"https:\/\/www.sandler.com\/?p=16805"},"modified":"2023-07-13T12:31:14","modified_gmt":"2023-07-13T12:31:14","slug":"salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes","status":"publish","type":"post","link":"https:\/\/sandler.com\/blog\/salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes\/","title":{"rendered":"Salespeople: Breaking the News About a Price Increase? Whatever You Do, Avoid These Five Common Mistakes"},"content":{"rendered":"<p>Price increases: they happen. Let\u2019s face it, they\u2019re part of business. But communicating about them effectively with buyers isn\u2019t always something salespeople are given a lot of guidance on. As a result, they often make mistakes that can alienate, or in extreme cases lose, customers and clients.<\/p>\n<p>Below, a quick summary of the five most common mistakes sales pros make in this critical area\u2026 and what to do instead.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandler.com\/blog\/salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes\/#Mistake_1_Waiting_for_the_customer_to_bring_up_the_subject_of_price\" >Mistake #1: Waiting for the customer to bring up the subject of price.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandler.com\/blog\/salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes\/#Mistake_2_Not_planning_the_discussion_ahead_of_time\" >Mistake #2: Not planning the discussion ahead of time.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sandler.com\/blog\/salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes\/#Mistake_3_Getting_sidetracked_or_emotionally_involved\" >Mistake #3: Getting sidetracked or emotionally involved.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sandler.com\/blog\/salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes\/#Mistake_4_Not_playing_straight\" >Mistake #4: Not playing straight.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/sandler.com\/blog\/salespeople-breaking-news-about-price-increase-avoid-five-common-mistakes\/#Mistake_5_Not_talking_about_ROI_pain_removed_and_value_identification\" >Mistake #5: Not talking about ROI, pain removed, and value identification.<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Mistake_1_Waiting_for_the_customer_to_bring_up_the_subject_of_price\"><\/span>Mistake #1: <em>Waiting for the customer to bring up the subject of price.<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Be proactive and bring up the increase yourself. This will give you control over the narrative, allowing you to frame the issue positively and focus on the added value.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mistake_2_Not_planning_the_discussion_ahead_of_time\"><\/span><strong>Mistake #2: <em>Not planning the discussion ahead of time.<\/em><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before raising the issue of the price increase, take a little time to plan. Figure out the reasons behind the change in price. Are there increased costs of materials, enhanced features of the product or service, or inflationary pressures?<\/p>\n<p>Try to get a sense of whether your competitors are raising their prices (or are already higher). It\u2019s absolutely essential that you understand what has led to the price increase, and just as essential that you reach a point of personal confidence that the product\/service you are selling is worth the new price. (If you don\u2019t think it is, it\u2019s time for a discussion about that with your manager.)<\/p>\n<p>Anticipate the kinds of questions and comments you are likely to hear from your contact.<\/p>\n<p>Be prepared to respond \u2013 not react \u2013 to those questions, and practice transitioning the conversation to the quantifiable value you and your team deliver. Be prepared to explain that value if you haven\u2019t done so already, or to re-explain it if necessary.<\/p>\n<p>Figure out what\u2019s good about this \u2013 from the buyer\u2019s point of view. Something is, starting with the deepening of the business relationship and the improvement of communication within it! Map out this discussion until you are confident you can conduct it objectively. Consider role-playing it with your manager.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mistake_3_Getting_sidetracked_or_emotionally_involved\"><\/span><strong>Mistake #3: <em>Getting sidetracked or emotionally involved.<\/em><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your goal is always to confidently redirect the conversation back to the value you deliver, no matter what distractions arise. The key words there are \u201cvalue\u201d and \u201cconfidently.\u201d<\/p>\n<p>It&#8217;s absolutely essential to maintain your personal confidence in the value you deliver during this discussion. Any sign of hesitance or fear in delivering the price can give the customer a reason to demand concessions. Stay on-topic.<\/p>\n<p>Remember: If you believe your product or service is worth the new price, the customer is more likely to believe it as well.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mistake_4_Not_playing_straight\"><\/span><strong>Mistake #4: <em>Not playing straight.<\/em><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Throughout this discussion, be upfront and honest about the increase. Honesty is paramount in maintaining trust.<\/p>\n<p>Clearly explain the reasons behind the increase; be direct about how it will affect them. The key here is to use that honesty as a starting point for communicating just as honestly about value. Explain any improvements or benefits the customer will receive as a result of this increase.<\/p>\n<p>Be just as clear about any personal commitments you are making to make sure the relationship continues to deliver value for your contact. Be disarmingly honest at all times; do not try to hide what is happening.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mistake_5_Not_talking_about_ROI_pain_removed_and_value_identification\"><\/span><strong>Mistake #5: <\/strong><em><strong>Not talking about ROI, pain removed, and value identification.<\/strong><\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use your understanding of the customer&#8217;s needs, also known as &#8216;pain points&#8217;, to show how the increased price still offers them significant or greater value.<\/p>\n<p>Discuss how your product or service will continue to solve their unique problems. Work out the ROI they will achieve, as well as the added benefits they will receive that are not available elsewhere.<\/p>\n<p>Do what you need to do to focus this discussion on the value delivered, rather than just the cost. They may be thinking about price; your job is to help them think about value.<\/p>\n<p>No, not every client will react positively to a price increase. But if you are empathetic and understanding when they share their concerns, and if you reaffirm your commitment to their success, you may be surprised how many people will reach a point of comfort with the decision relatively quickly.<\/p>\n<p>Very often, the customer just wants to know you can be trusted. Make sure you can, and the rest will usually take care of itself.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Price increases: they happen. Let\u2019s face it, they\u2019re part of business. But communicating about them effectively with buyers isn\u2019t always something salespeople are given a lot of guidance on. As a result, they often make mistakes that can alienate, or in extreme cases lose, customers and clients. Below, a quick summary of the five most&#8230;<\/p>\n","protected":false},"author":167,"featured_media":16807,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1120],"tags":[1448,1261,1135,1373,1280,1291],"class_list":["post-16805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-confidence","tag-sales-communication","tag-sales-development","tag-sales-pain","tag-sales-relationship","tag-trust-building"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Salespeople: Breaking the News About a Price Increase? 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