Episode Overview
We all have a moment where we must approach a customer with price increases. It’s a painful and nerve-wracking situation. But the reality is that price increase campaigns are far more effective at boosting topline revenue and generating profits than acquiring new customers. So how do you get past the fear and doubt that surrounds this? Well, you listen to today’s guest – Jeb Blount who has just written the most comprehensive book ever on this subject – ‘Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers.’
He begins by talking about the importance of shifting your viewpoint and thinking of sales increases as part of the sales and account management process, and an opportunity to build deeper relationships with your customers. Let’s be clear, Jeb hates price increases. He shares the story of his first experience with it, the mistakes he made, the anxiety he felt, and procrastination he implemented which made it worse than it already was. He knows the fear of losing the customer, the fear of losing orders, the overall fear of rejection.
But being Jeb Blount, he also learned from his mistakes, and now you can learn from him. He built a plan and messaging to make price increases a much less painful process going forward. You’ll want to hear every word that Jeb has to offer on this subject. If you’re handling your customer well, they are most likely not going anywhere. The fear is all in your head and Jeb explains how to get past it and the importance of selling yourself on the increase before selling it to someone else. Walking in with the confidence that you transfer to the customer, and not doubting yourself before you even step foot through the door. In his book, Jeb has eight narratives that he uses with clients, and he shares a couple of those today as well. He continues by giving insightful information for sales leader to lead their teams in the best way to articulate why price increases are necessary, and specific frameworks to handle objections.
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More about Gina
Engagement Expert – Speaker – Sales Trainer – Entrepreneur – Improv Comic
Gina is a Master Sales Trainer for Jeb Blount’s Sales Gravy who combines street smarts and improv comedy skills with her experience in the corporate and entrepreneurial worlds, which sets her apart from her competition.
“Sass without too much crass” is how Gina Trimarco describes herself. A high energy entrepreneur, engager, speaker, trainer, improv comedienne and podcast producer, Gina credits most of her success on her upbringing by her Italian mobster dad and German immigrant mother.
Prior to joining Sales Gravy, Gina founded and operated Carolina Improv Company, an improv comedy school and theater, in addition to Pivot10 Results, a sales training company. Thanks to this podcast, Gina was able to “stalk” her business role model Jeb Blount and convince him to hire her … and sponsor this podcast!
More About Susanna
After graduating from Cambridge University in Music and Education, Susanna took her first sales role selling advertising space on websites.
She’s always been intrigued by the unfair negative stigma associated with sales and the way that after their initial excitement to work in sales, people will do everything they can to avoid actual prospecting.
With 14 years of experience in recruitment, Susanna
Susanna decided to become a Sales Gravy Master Trainer because Sales Gravy’s vision matches her own beliefs and values.
Susanna is committed to providing excellence and dedication to all of her trainees so that they can achieve their goals and succeed in sales.
