Greetings!

The first principle of persuasion, "liking," is based on the idea that people prefer to work with those they like.

How can you use this to your advantage when presenting pricing? Read on….
"The Liking Principle"

Robert Cialdini coined the term “The Liking Principle” in his popular book “Influence”. Not surprisingly, he found people prefer to buy from people they like. Taking the idea one step further, he proposes that people most prefer to work with and say yes to people that they recognize like them AND ARE LIKE THEM.
How are You Alike?

Before you present pricing, try to find similarities in your organizations, values, and interests. Dig deeper, and find non-obvious commonalities.

Here's an example using three items. How are each sets of two alike?

  • Coal and Diamond look different but have similar composition: carbon
  • Diamond and Cubic Zirconia look alike but have different values
  • Cubic Zirconia and Coal look different but have similar low value
Uncover These Similarities

What kinds of similarities will help you when you present pricing?

  • Are your prospect's prices similar to yours in relation to the marketplace?  
  • Are they the lowest, the highest, or somewhere in the middle?
  • If they are a business, why do THEIR Customers buy from THEM?
  • When did YOUR prospect or customer last raise prices?

Once you uncover the answers to these questions, it's time to use your Jedi Mind Trick.
We are Like You
"When your costs went up over the last x years, you raised your prices.

We have the same issues, and we need to do the same thing that you did."
We are Like You
"You said you weren’t the highest priced in your sector, and you weren’t the lowest. We are the same.

It's like Goldilocks. Not too high, not too low, just right."
We are Like You
"You said your customers paid more because of your service, quality, and value. That’s exactly why so many companies buy from us.

What? You think we are too high? We are like you.

You wouldn't buy from yourself?"
Like a Valley Girl
So like, you know yesterday I’m like delivering this proposal? , Oh my god
Be Like....
Find ways to identify commonalities with your prospects and customers. Dig deeper and look harder.

You'll be amazed at the difference it will make in your effectiveness.
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How to Deliver Amazing Proposal Presentations
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Ancient History
Meet the "Hit Mann"
Mike Schmidtmann coaches business owners and sales leaders across the USA. He works to drive results in sales recruiting, new business development, and profitability.

Mike led sales for Inacom Communications for ten years. then founded and built a $30 Million business unit for SPS.

Mike produces the award-winning Trans4mers webinar series on IT sales and management subjects. He is a frequent public speaker on business topics.

He lives on a farm in Northern Virginia with his family and assorted horses, alpacas, goats and dogs.
Play "Stump the Chump"

E-Mail Mike with a vexing and perplexing question and you'll get a telling and compelling reply.
Mike Schmidtmann

(703) 408 - 9103
Mike@Trans4mers.net