TED magazine features Paul Cherry sales article “Sidestep price concerns” in Nov 2007 Issue.

ST. LOUIS, MO | Oct 26, 2007 | TED Magazine has featured Paul Cherry’s article — Sidestep Price Concerns: 6 techniques that’ll help get customers to look past the price tag to what they value most — in its Sales Matters section.

The Electrical Distributor (TED) Magazine is one of the country’s leading resources in the electrical distribution business. If it’s an important topic in the industry, expect to read about it in TED. More electrical distributors and their staffs read TED than any other industry magazine. Readers include top executives, sales, marketing, operations and other key personnel.

The sales article focuses on the story’s main character, a sales distributor named John and an impending meeting with the purchasing agent of an important sales prospect. Cherry explains how John must avoid being hammered on price and learn to sell his company’s product on the basis of value.

The six techniques discussed include:

• Understand their biggest values.
• Understand their fears.
• Understand what they are up against.
• Understand their need to feel appreciated.
• Focus on the lowest total cost.
• Utilize questions to uncover what customers value.