Why does Starbucks have a cult-like following of customers who spend an average of $4.25 for a cup of coffee when Denny's offers coffee and a full-blown breakfast for just $3.99?
How does Ritz Carlton command $450 a night for a hotel room, ten times the price of a room at the Hampton Inn just across the street?
Hewlett-Packard, American Express, U.S. Bank. How do these companies get away with charging a premium price for what many buyers consider a commodity? How can a small company in upstate New York charge $10,000 for an office whiteboard? What do these organizations have in common that propels them into market leaders?
Whether you are selling to consumers or business to business The $50 Ice Cream Cone shows you how any seller can increase sales revenues and profits selling any product or service in any market-even if the product or service is a commodity and the market is saturated with competitors that sell solely on price, price, price!
This book offers practical steps you can take to:
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Add value to your product or service to transcend commodity status.
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Determine if prospects are price-, value- or premium-centric, and who will pay for added value.
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Conduct an initial appointment that positions you as a consultative resource.
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Implement a pure play consulting process.
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Deliver a value-centric proposal that shifts the prospect's focus from price to value.
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Measure your solution's effectiveness and build powerful case studies.
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Establish long-term partnerships which shield your customers from competitive threats.
