The psychology of selling

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Leigh Caldwell of Inon explains how customer value management can help firms gain a better understanding of their clients and therefore sell their services to them more effectively.

As Paul Shrimplings recent article, Pricing performance in tough times, discussed, one way of boosting your business is to upsell to existing clients (i.e. selling them additional services that compliment their existing service, or increasing the value of their contract with you); but how do you encourage customers to switch to the higher priced service?

The psychology and economics of pricing and value allow you to serve your clients interests and your own by ensuring they perceive the highest possible value in what...

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