CHAPTER 12Executing a Price Increase
FEW THINGS IN SALES can be more difficult than having to tell a customer there will be an increase in price. Although it’s difficult for the salesperson, it can be one of the most important steps a company can take. Instituting a price increase is not something any company does without a lot of thought, but even after all of the preparation for taking a price increase, too often it fails to stick. One problem that arises is that customers push back and threaten to take their business elsewhere. The end result is the additional profit that was expected due to the increase in price fails to materialize.
A price increase also can fail if the sales force doesn’t know how to present it properly. This is a real ...
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