Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers (Hardcover)

Foreword by Victor Antonio

Introduction

Part One: Disrupt the Mindset of Fear

Chapter 1 Price Increase Challenges

Chapter 2 The Five Fears

Chapter 3 Awareness and the Origin of Fear

Chapter 4 Developing Emotional Self-Control

Chapter 5 Stop Worrying, Start Preparing

Part Two: Protect Customer Relationships

Chapter 6 Relationships Matter

Chapter 7 Triggering Resentment and Contempt

Chapter 8 Wait, I Don’t Even Know You!

Chapter 9 Price Increases When You Have All the Power

Chapter 10 Make Breaking Up Hard to Do

Part Three: Approaching Price Increase Conversations

Chapter 11 The Three Approaches to Price Increase Conversations

Chapter 12 Defending Price Increases: Between a Rock and a Hard Place

Chapter 13 The Price Increase Sales Process

Chapter 14 The Price Increase Risk Profile

Chapter 15 Planning the Price Increase Conversation

Chapter 16 Set the Stage

Part Four: Making Your Case

Chapter 17 Message Matters

Chapter 18 Influencing Price Increase Acceptance

Chapter 19 The Eight Price Increase Narratives

Chapter 20 The Price Increase Because Statement

Chapter 21 The Formal Price Increase Business Case

Part Five: Closing, Handling Objections, and Negotiating

Chapter 22 Closing

Chapter 23 The Ledge Technique

Chapter 24 Four Techniques for Handling Price Increase Objections

Chapter 25 Negotiating the Price Increase: D.E.A.L. Framework

Chapter 26 Discover

Chapter 27 Explain

Chapter 28 Protect the Points

Chapter 29 Align and Lock

Part Six: Leading and Coaching Price Increase Initiatives

Chapter 30 The Battle Begins

Chapter 31 Leading Price Increase Initiatives

Chapter 32 Managing Price Increases

Chapter 33 Coaching Price Increases

About the Author