No, we're not talking about selling hot dogs and soft drinks at a concession stand (although just typing that sentence has me craving a nachos and a large Pepsi at a high school football game somewhere).
We're talking about concessions in the process of selling...giving something to get something.
In our previous post, we outlined some good general principles to follow when you use concessions as a part of your sales process. I wanted to add some quick tips from Roger Dawson, and author and sales trainer, on the subject of concessions. Here are his tips for successfully using concessions in your sales presentations:
• When asked for a small concession by the other side, always ask for something in return.
• Use this expression: "If we can do that for you, what can you do for me?"
• You may just get something in return.
• It elevates the value of the concession so that you can use it as a trade-off later.
• Most important, it stops the grinding away process by your customer.
• Don't change the wording and ask for something specific in return because it's too confrontational.
I like the second bullet-point the best. Memorize that phrase, folks! If you want more tips and advice, seek out Roger Dawson's resources at his website for sales professionals, www.rdawson.com.
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