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Top sales professionals sell value
As we enter the holiday season, shoppers can’t wait to get the jump on the special sales. With online purchases rising, we are gradually realizing that everything in our world is becoming a commodity. Even buying cars has become a science. Many shoppers walk into a showroom knowing exactly how much they are going to pay. They have done their homework, and price is the dominant factor.
All of my clients sell premium products or service. People buy from them because of the added value they provide – not the price. Since your reading this, I’ll bet you sell a premium product or service also. Otherwise, why would you need selling skills? Just give your price, and if you are the lowest, you’ve won.
In professional selling, you may have heard the maxim, “In the absence of value, price is all that matters”. We must create value, and move away from the price conversation. We know this is true. The richest corporation in the world is Apple. As I write this, people are waiting in line to get their new I-phone 10, and their motivation is not price. It is value.
Last week I was coaching a client who sells large ticket items. His cheapest product is around $300,000. He sells machinery, and included in his price is installation by an expert crew and no-hassle follow up service. The selling conversation began with the question, “How much is it?” When we hear that question, we know we are being viewed as a commodity. They prospect pointed out that they could get a similar machine for less money from one of their competitors. (Just like you can get a cheaper smart phone than an Apple). Jim didn’t get into the price discussion. He knew what was most important to them. They needed high output with the minimum amount of down time. Jim explained why they were the best choice for these criteria. He walked away with two purchase orders.
We live in a commodity world, and like Apple, it is our job to create and sell added value. Stay away from the price conversation and steer it to value. If you do, you will be more profitable.