{"id":223,"date":"2008-10-20T13:03:50","date_gmt":"2008-10-20T13:03:50","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2008\/10\/20\/090350.html"},"modified":"2008-10-20T13:03:50","modified_gmt":"2008-10-20T13:03:50","slug":"who-controls-your-rates","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/who-controls-your-rates\/","title":{"rendered":"Who Controls Your Rates?"},"content":{"rendered":"

Who Controls Your Rates?<\/span><\/b><\/span><\/p>\n

  Who controls your rates?  You, your competitors or your customers?<\/span><\/div>\n
   Many floundering managers try to convince me their low rates are a result of competitive pressures….they think their competitors control their rates.<\/span><\/div>\n
   Ultimately, your customers<\/i> control your rates, which really means YOU can control your rates…Huh?<\/span><\/div>\n
   Contrary to what you might think, your customers don’t want the cheapest rate, they want the best value for their investment. <\/span><\/div>\n
  YOU are in control of, and can manage the value you deliver.<\/span><\/div>\n
Value = customer expectations + or – the customer experience<\/i><\/b><\/span><\/div>\n
        The good news is that you, not your competitors, can manage both ends of this equation!<\/span><\/div>\n
 <\/span><\/div>\n
Managing Expectations<\/u>: Do your presentations make wild and exaggerated claims like ‘this package value is regularly $10000, now only $500?” Or do you create realistic customer-focused expectations on which you can over-achieve? Do you get agreement on what your clients can expect as a realistic return on investment?<\/span><\/div>\n
Managing the Experience<\/u>: Do you ‘take the order and run’, never to see the customer again until it’s time for another sale? Or do you monitor and manage the entire process from start to finish to ensure, and take credit for,<\/i> over-delivery on your promises?<\/span><\/div>\n
 <\/span><\/div>\n
The weekly SoundADvice client newsletter we send to advertisers for our clients, often point out that there are too many variables in the marketing mix for any advertiser to blame or credit your campaign alone for their failure or success. Many uncontrollable variables from weather, to competitive events, to sales staff attitudes and more, all play a role in the actual sales generated from your campaign.<\/span><\/div>\n
   Therefore, clients do not receive <\/i>value as much as they perceive <\/i>value, and it is up to you to manage that perception. You control the value perception which means YOU control what a client is willing to pay for your services.<\/span><\/div>\n
 <\/span><\/div>\n
P.S. If your sales people find it easier to persuade management to match a competitor’s low rate than it is to sell your clients on the value you deliver, they will always follow the least line of resistance.<\/i><\/span><\/div>\n
 <\/span><\/div>\n
\n
Our Making Radio Tangible workshop helps account executives manage both ends of the Value Equation. Wayne says, “If the only thing tangible an advertiser receives from you after<\/i> the sale is an invoice, you are headed for trouble!”<\/span><\/div>\n
Click here<\/span><\/u> to request more information about our Making Radio Tangible sales training workshops. <\/span><\/div>\n<\/div>\n
 <\/b><\/div>\n","protected":false},"excerpt":{"rendered":"

Who Controls Your Rates?   Who controls your rates?  You, your competitors or your customers?    Many floundering managers try to convince me their low rates are a result of competitive pressures….they think their competitors control their rates.    Ultimately, your customers control your rates, which really means YOU can control your rates…Huh?    Contrary to […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-223","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=223"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/223\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}