Your Buyer is Educated and Trained To Buy This Way: Your buyer has been buying things either during the last week or last day of the month since they became a buyer. The don't know any other way to receive discounts, have leverage and stress urgency to their executives. You can change that by simply educating your buyer on the advantages of buying between January 1 - 15th vs. the 16th - 31st. I use a discounting scale that decreases over time. It looks like this:
15% Discount off Licensing if you sign between the dates of January 1st - 7th.
10% Discount off Licensing if you sign between the dates of January 8th -15th.
5% Discount off Licensing if you sign between the dates of January 16th - 25th.
0% Discount off Licensing if you sign between the dates January - 26th - 31st.
"But wait! My competitors are going to offer a heavy discount to purchase month end. If I am offering 0% I will lose the deal" You won't lose the deal if you present your discount program on day 1 and frame it so the customer understands that you reward commitment vs. false urgency and month end discounting gimmicks. Imagine how many cars a dealer would sell if the buyer knew the best time to buy is during the first week of the month. How much pressure would the dealership take off themselves if they had 60-70% of their monthly revenue on the books by the 15th of the month?
One last tip regarding your competitors offering last minute discounts. When this happens (and it will happen), ask your prospect this very simple question: "Mr. Prospect, if company X was so committed to earning your business then why didn't they just offer you a commitment discount 3 weeks ago like I did?" Crickets............
I would love to hear you feedback on this topic as I am always looking to learn new ways to handle this common problem.
Good luck finishing the month strong!!!