There’s a lot of talk these days about this being a “buyer’s market” with sellers constantly being reminded they’ll be expected to provide additional “concessions” to win the business.

Not so fast!

First, stop selling from a position of fear. Stop worrying about the competition (though absolutely know what they’re doing!). Sell what you have not what you don’t.

Next, elimitate the idea of a concession all together. (No, I’m not crazy. Keep reading, please.)

Thinking, writing and talking about “Additional inclusions” or “We’re delighted to provide this exception/exclusive value for you” elevates the conversation and changes the selling dynamics.

As soon as you provide or agree to a concession, you are conceding – giving up – something.

You become the loser in the deal and they, the winner.

Admittedly, a few prospects and products thrive on this type of discount-mentalitytransaction. But most don’t.

Most buyers just want to feel certain they got a great deal, and the best value.

The easiest way to convey this is to eliminate the word concession and replace it with the word “inclusion” or “exception.”

Thinking, writing and talking about “Additional inclusions” or “We’re delighted to provide this exception/exclusive value for you” elevates the conversation and changes the selling dynamics.

Then, exude confidence.

Whether it’s a buyers or sellers market, when you know you have a great product or service and convey that confidence to your buyers, you can change your world.

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