How to win the price competition - by not participating at all!

Whether in the sales process, in cold calling or in account management: sales people use the price of their product or solution as a sales argument too often. This puts them in a weak negotiating position and reduces their offer to the lowest possible cost.

Start your sales pitch better with the benefit, not with the budget. Focus on your customers and their needs. If you take them seriously, you will be taken seriously as a provider in return.

Instead of just explaining features and functions, always add: "This means for you..." to your remarks. Then provide a value proposition in which you present features, benefits, references and measurable results to your customer.

It is best to concretize your information in order to promote trust. In doing so, name both optimistic and realistic goals. Always respond to the wishes and demands of your counterpart.

Learn to communicate your solution in a scheme similar to the following:

"Our offer A is based on the technology B. It is particularly characterised by C. This has the advantage for you that D. We fulfil your conditions E perfectly with the fact that F. You can therefore use our product to G. For example, customer H, whom you know with certainty, has also successfully implemented this.

This is how you pick up your customer and give him the feeling of being understood. Make optimum use of his Attention Span and include him repeatedly. Ask whether your statements are comprehensible for him and whether he can follow you.

This will convince them of your solution without entering into a direct battle for the cheapest price. Instead, you are advising your customer why you are the right provider for him.

Should the topic still be unavoidable in the conversation, you respond: "You want the best price-performance ratio instead of the best price, don't you?

This is a rare way for you to differentiate yourself from the market. Competitors and prices take a back seat because you offer clear added value.

This technology is not only relevant in sales. In all other areas, for example also Key Account Management or Customer Relationship Management, it is crucial to always clearly communicate the benefit of your offer from the perspective of your counterpart.