How many of us see videos of sales gurus speaking of selling value. How many of you have been coming down on price to meet the consumer's demands? How many of you actually sold actual retail price or the sticker price? Let's dive into this and see how you can actually sell value and why consumers are on the defense for a better deal.
Let's dive in!
Buyer's Journey: Let's begin with a consumer, and let's call him, "Bob." Bob is shopping for a particular product to solve his current challenges. Bob, from the surface sees Product A, B and C. Bob doesn't know what makes each company great, unique and in some cases better than the other. Bob's only choice is to shop price. As a sales professional, we all know this is where we get involved to provide a 'Unique Value Proposition' and really sell the difference between each company.
Keep in mind, Bob only sees price as the differentiation. Our job now, is to help Bob and facilitate the sale.
Value Examples: Grant Cardone says, "When value exceeds price, people buy." Now, this is the direction we need to take this conversation, we need to sell value. I know a lot of people will sell something unique about their company. We have been around for 35 years and have a great reputation. Does your 35 years of company existence and reputation solve his problem? Likely not. You may mention the fact that you have a guarantee. Tommy Boy states, "Why would someone slap a guarantee on a box... Hmmm, very interesting... Because they know they're selling you a guaranteed piece of sh*t." Yes, that's a stretch, but you get where I'm going, here.
Value Proposition: Let's actually dig into how you can sell value, now. First, I like to, personally, ask the consumer some questions, and fact find to ensure I have the best solution to fit their needs. In some cases, they only need a quick fix and in some cases, they're looking for a long-term solution, or a progression of steps to ensure they're challenges are solved. This sets the stage for facilitating the buyer's journey. Here are the areas I like to touch upon, to ensure I'm finding them the best solution possible and selling value, versus only looking at price or price matching.
I hope that helps, please feel free to comment below on any of the points and see if this can help your current sales strategy to turn more prospects into paying customers.
Curtis DeCora has helped start 61 businesses throughout the states of Wisconsin and Minnesota, as a consultant and business growth specialist. He has 10 years of B2B sales experience in the corporate and small business areas.