Selling Today: Partnering to Create Value, 14/e

Negotiating Price with a Low-Price Strategy

As noted in Chapter 7, some marketers have positioned their products with a price strategy. The goal is to earn a small profit margin on a large sales volume. Many of these companies have empowered their salespeople to use various low-price strategies such as quantity discounts, trade discounts, seasonal discounts, and promotional discounts. Some salespeople are given permission to match the price of any competitor. Many transactional buyers are primarily interested in price and convenience during negotiations, so consider eliminating features that contribute to a higher selling price.