Dr. Donald L. Buehler 31 Years in the Industry Senior Optometrist, Illinois Eye Center In the early years of working at Illinois Eye Center (IEC), I would wake up and dress in my suit and tie. You don’t really imagine an eye doctor would be red/green colorblind, but I am. I’d always ask my kids “How do I look?” My youngest would get a mischievous look in her eye, and say “you look great, Dad!” I always knew she was trying to trick me into something that didn’t match or was out of style, but I’d go downstairs anyway only to have my wife ask me, “What are you wearing? Go change.”
At first glance, “uncertain times call for a plan” seems counter-intuitive. How can we plan when there is so much uncertainty? That is how I felt as the response to the pandemic impacted my daily life. I didn’t know what to expect from one day to the next. I am a person who likes to be in control and suddenly seemed to have none.
In the wake of some unexpected time at home or away from your customers, you may be overwhelmed with the new responsibilities of a life at home. As well as finding new ways to stay in front of your customers (such as LinkedIn, cold-calling, and one-to-one videos), this is an optimal time to sharpen your craft and learn how to be an even more valuable asset for your customers.
Over the last year, GreatAmerica has been on a journey to evolve our marketing strategy to adopt an inbound approach. A big part of that has involved embracing video as a way to connect and engage with our customers and prospects. Our primary mission in doing so was to better serve these relationships by using video to educate and establish trust and transparency. But we also learned just how much video can enhance the way we communicate with everyone we collaborate with, both internally and externally.
How do you overcome price objections? A common approach to the “Your price is too high” objection is for the sales rep to lower the selling price with the assumption that it will increase their customer’s perceived financial value. It's important to remember that businesses only acquire equipment because it saves more money or makes more money than it costs. By reducing the upfront cash outlay required to purchase, your customers will generate a positive return on their investment sooner. And while discounting accomplishes this, there is a better approach that can provide an immediate ROI without impacting your sales commission.