High-Profit Selling: Win the Sale Without Compromising on Price [Paperback]

Mark Hunter (Author)

Book Description

Publication Date: February 15, 2012

In the high-pressure quest to make a sale, acquire a contract, and beat out other bidders, sales professionals frequently resort to cutting prices, offering discounts, or making other concessions that cut into their operating margins-short-term strategies that are destructive to the long-term sustainability of their business. "High-Profit Selling" helps readers understand that their sales goal shouldn't simply be to sell more, but to sell more at a higher price...and that success comes only to those focused on "profitable sales." This eye-opening book shows readers how to: avoid negotiating; actively listen to customers; match the benefits of their product or service with the customer's needs and pains; confidently communicate value; successfully execute a price increase with existing customers; and ensure prospects are serious and not shopping for price. Too many salespeople believe that a sale at any price is better than no sale at all. This powerful guide helps move readers toward a profit-centered approach that will strength en their relationships and increase their bottom line.

Editorial Reviews

Review

“Dense with information, ranging from the simple to the complex, this book is a must-have for every retailer. It’s a nuts-and-bolts how-to born out of real world experience and success." —Retailing Insight

Book Description

In the high-pressure quest to make a sale, acquire a contract, and beat out other bidders, sales professionals frequently resort to cutting prices, offering discounts, or making other concessions that cut into their operating margins—short-term strategies that are destructive to the long-term sustainability of their business.

High-Profit Selling helps readers understand that their sales goal shouldn’t simply be to sell more, but to sell more at a higher price…and that success comes only to those focused on “profitable sales.” This eye-opening book shows readers how to:

Avoid negotiating • Actively listen to customers • Match the benefits of their product or service with the customer’s needs and pains • Confidently communicate value • Successfully execute a price increase with existing customers • Ensure prospects are serious and not shopping for price

Too many salespeople believe that a sale at any price is better than no sale at all. This powerful guide helps move readers toward a profit-centered approach that will strength en their relationships and increase their bottom line.

See all Editorial Reviews

Product Details

• Paperback: 274 pages
• Publisher: AMACOM (February 15, 2012)
• Language: English
• ISBN-10: 0814420095
• ISBN-13: 978-0814420096
• Product Dimensions: 6.1 x 0.7 x 9.1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (24 customer reviews)
• Amazon Best Sellers Rank: #248,130 in Books (See Top 100 in Books)

More About the Author

With an extensive background selling for Fortune 100 companies, Mark Hunter "The Sales Hunter" set out on his own consulting adventure in 1998 to show companies and salespeople how to maximize profits. Home base is Omaha, Nebraska, but Mark travels extensively throughout the United States and globally.

Mark specializes in customized training programs and key notes -- all aimed at getting salespeople to stop the "discounting madness" and start earning higher profits. A member of the National Speakers Association, he is known for his energetic approach to motivating companies.

When not consulting on sales success, Mark enjoys time with his wife and two grown children.

Most Helpful Customer Reviews

4 of 4 people found the following review helpful

5.0 out of 5 stars Produce More Business at the Zenith of Profit Margins March 4, 2012

By Robert Terson

Format:Paperback|Amazon Verified Purchase

When in September 2011 professional sales trainer Mark Hunter (you'll find him at @TheSalesHunter on Twitter) asked me to read the manuscript of his new book "High-Profit Selling: Win the Sale Without Compromising on Price," I said, "Sure," and, to my great surprise, devoured it in a day-and-a-half--I couldn't put it down, it was that sensational. The book itself is now a permanent fixture on my iPad.

Mark's a guest-post contributor to my site, and in my opinion one of the most knowledgeable, articulate, talented people in the sales-training field. He's also a man of great character and integrity who makes a difference for his clients, so it didn't surprise me that he's written a book of such vital Truths, which all of you should pay attention to, especially in these times of shrinking margins and diminishing returns. Mark's insights will change the way you think about discounting, price, negotiating, and, above all, the all-important concept of value. The book is filled with personal stories and Mark's proven methods. You'll discover:

1. How to ensure prospects are serious and not shopping for price.
2. Ways to confidently communicate value.
3. How to avoid discounting and sell at full-price.
4. The secret to successfully executing a price increase with existing customers.
5. Proven methods to grow business and maximize profits.

In the blurb I wrote endorsing "High-Profit Selling: Win the Sale Without Compromising on Price," I said, "If you want to produce more business at the zenith of profit margins (don't we all!), `High-Profit Selling' is your ticket to Valhalla. Mark Hunter's expertise on this vital point of selling is unequaled. You're probably going to send him a thank-you letter for all the extra income he puts into your pocket."

I'm asked to read a lot of sales books. There are some great ones out there; but none of them will take you by the hand and teach you how to maximize your profit margins like this book will. This isn't just another book to teach you how to sell; this is a book about making more money for your company and yourself. Even those of you who are Master Salespeople should read this book--the financial rewards will, I predict, astound you.

1 of 1 people found the following review helpful

4.0 out of 5 stars Wrong premise - good book on sales January 13, 2013

By Russ Emrick VINE™ VOICE

Format:Paperback|Amazon Verified Purchase

Mr. Hunter is the real deal. He clearly understands sales and has a lot of good advice. I loved his stories and his advice on selling. Very valuable reading. For example, Mr. Hunter's distinguishing between needs and benefits was brilliant. How to have conversations with customers that distinguishes between truth and misinformation was great. Here are few other examples:

"If you change how you think, you can then change how you deal with the customer. By changing how you deal with the customer, you can take control of the process and move yourself away from dependence on discounting to closing sales."

"Something is not a need or a benefit until the customer tells me it's a need or benefit."

That said, book is wrong in my judgement, both in that price doesn't matter and that profit should be important to a salesperson. Mr. Hunter states that the premise of the book is that salespeople should maximize profit. The whole book is about how profit is good, necessary, and how to sell more profitably. While I agree with that 100%, it has nothing to do with the average salesperson, our jobs or the mandates of most companies. Frankly, it is the company's responsibility to determine value, effective price points, and be profitable. It is my job to sell and achieve results according to the commission plan management has established.

We have a commission plan. We have a quota. In my 30 years of B2B selling capital equipment for large companies profit has never been a factor. Weekly funnel reviews, pumped up forecasts, desperate closing techniques at month and quarter end, as well as hail Mary end-of-year desperation plays are the norm. While we mutually denounce Senior Managers parachuting in to close deals by sacrificing margins and conditioning customers to expect those discounts, that is the norm - and it isn't going to be changed by the customer-facing salesperson.

So who is this book written to? If the answer is Sales Leadership then it is a must read. Entrepreneurs get it already; salespeople do what they get paid for. If commissions and job security (can you say meeting quota) are not based on profits behavior isn't going to change.

Bottom line is this, and the reason I've given this book 4 stars: Mr. Hunter is knowledgeable and a great sales consultant and trainer. This book is full of good advice illustrated with entertaining stories all illuminated by years of experience. I'm glad to have read this book and will keep it in my library. The chapter on Prospecting is one of the very best on the subject. There are some really good sales processes and advice in this book. How to deal with purchasing departments; how to handle RFPs; a detailed questioning and tactical sales presentation, these are just a few examples.

Good Selling everyone!

1 of 1 people found the following review helpful

5.0 out of 5 stars What You Never Learned About Price April 22, 2012

By Joanne S. Black

Format:Paperback|Amazon Verified Purchase

Mark Hunter has carved a brilliant niche for himself--counseling sales professionals never to cut price. Customers buy for reasons other than price.

Mark is blunt. He writes that sales managers should not give ANY latitude to salespeople to cut price, and the best response to a customer asking for a better price is to ignore the request. Yes, ignore it.

Mark gives us tips, tools, and specific strategies to recognize profit as well as revenue, and ways to position ourselves so the customer can't wait to do business--at our price.