Foodservice Equipment Reports

FEDA Slates Pricing Issues As Next Webinar Topic

How does a dealer protect his margins and hold the line on pricing when faced with the challenge of selling value to price-sensitive customers? It’s a question that the Foodservice Equipment Distributors Association has been hearing quite a bit, leading FEDA to host a members-only webinar next month on the topic.

“Crush Price Objections,” slated for Oct. 30 at 10 a.m. CST, aims to assist dealers struggling with selling value and give them the tools to achieve a pre-emptive selling advantage by focusing the conversation on value rather than price.

Topics covered in the webinar include:

  • Six realities of price objections.
  • Three things you must know about price shoppers.
  • Three ways to sell your value-added solution.
  • How to present your price.
  • Six ways to respond to price objections.

The webinar will be led by Tom Reilly, president of Tom Reilly Training, a St. Louis firm specializing in training salespeople and sales managers. “Value-Added Selling” and “Crush Price Objections” are among the 13 books he’s authored. O’Reilly also is a faculty member for University of Industrial Distribution, a professional continuing-education program.

More information on the members-only webinar is at

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