The mindset of B2C black Friday deals is pervasive. “This culture of cheap mindset also impacts the B2B world,” says Paul Reilly. “Buyers no longer request discounts, they demand them.” This culture-of-cheap mentality can make animal health pros believe they have little to no pricing control. They may believe that discounts are required to please customers.
Source: Industrial Distribution, December 1, 2016.
This perceived lack of control makes it easier for salespeople to discount. Mentally, salespeople believe the discounting decision is out of their control. Here’s a dose of business reality…You alone cut your price and give a discount. The buyer might demand a discount, but you are the decider. Your competition might discount, but they can’t discount your solution. You alone cut your price. You have the control.
INSIGHTS: Reilly speaks to aspects of the discount mentality. AHD recently posted other articles about it.
- Direct talk about discounts, November 27, 2016
- Vendor discounts can reduce profit, November 6, 2016
- Manage the pressure to discount, September 23, 2016
- Let’s talk discounts, September 20, 2016