Price Increases
Presenting versus Asking
The Five-Step Price Increase Sales Process
Deep Dive
14 The Price Increase Risk Profile
The 9-Box Risk Analysis Template
Risk Profile Elements
Losing Customers on Purpose
15 Planning the Price Increase Conversation
16 Set the Stage
Customers Resist Change
Prime Customers for Change
Give Customers a “Heads Up”
Leverage the Law of Reciprocity
Set a Formal Appointment for the Price Increase Conversation
Part Three Wrap-Up: Reflections
Note
11 PART IV: Making Your Case 17 Message Matters Confidence Is the Key Ingredient Emotional Contagion: Customers Respond in Kind Developing Confidence Trust the Process Change Your Self-Talk Change Your Physiology Change Your Words Avoid Projecting Notes 18 Influencing Price Increase Acceptance The Three Drivers of Price Increase Acceptance Answering WIIFM Authenticity Notes 19 The Eight Price Increase Narratives Economic Fairness Narrative Maintain Quality Narrative Continue Services Narrative Reverse Value Narrative Reciprocity Narrative Past Value Narrative Present Value Narrative Future Value Narrative 20 The Price Increase Because Statement The Five-Step Price Increase Because Statement Framework Personalized, One to One Because Statements One for Many Because Statements Crafting Because Statements Note 21 The Formal Price Increase Business Case Sutton's Law: Go Where the Money Is Derisking the Large Account Price Increase Sutton's Corollary Approaching the Formal Business Case Presentation Price Increase Business Case Structure Weaving the Narratives Part Four Wrap-Up: Reflections
12 PART V: Closing, Handling Objections, and Negotiating 22 Closing The Assumptive Close Framework for Price Increases Shut Up 23 The Ledge Technique Look Out! Here Comes Fight or Flight Use the Ledge Note 24 Four Techniques for Handling Price Increase Objections Just Let Them Vent Enroll Them Space and Time Relate, Explain, Confirm 25 Negotiating the Price Increase: D.E.A.L. Framework D.E.A.L. Negotiation Framework 26 Discover Capitulate Counter Confront Clarify Get the Issues on the Table 27 Explain Do the Math The
