Confidence Scheme

 

 

Confidence Scheme

            How long would Starbucks maintain their profits if they advertised coffee on sale for less than Dunkin Donuts? And how many Lexus, made by Toyota, would sell at their current profit margins if they replaced the Lexus logo with the parent company logo?
            You know that when a prospect sees a media proposal which claims to have a value of $50,000 but is being offered at $10,000, advertisers do not really believe the stated $50,000 value.
            But have you stopped to think of the role pricing has on the confidence level of your salespeople?  When we bonus or give away spots, what is the perceived real value of a spot in your sellers’ minds?
            Most sales professionals grow their sales by developing strong customer relationships based upon trust. Can they confidently build that trust if they know another seller in your organization is selling for less?
            Many managers use AMI, Average Monthly Invoice, to estimate what the marketplace perceives their station to be worth. We use AMI per account executive to determine what each account executive believes your station to be worth!
            When you calculate each of your seller’s AMI’s, you’ll quickly discover what THEY think your station is worth.
            Selling has often been described as ‘a transference in confidence.’ Your pricing policies reflect directly upon the confidence your account executives will have in your station.
            If you are giving it away, that’s what it’s perceived to be worth in the minds of your seller’s. And only the crooks on your team will try to sell something for more than they believe it to be worth.
             Crooks seldom build lasting and trusting relationships with their victims. Is your pricing policy a confidence scheme, or a confidence-builder?
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