If You Live By Price - You Will Die By Price
By Alen Majer
If your prospect does not see the value in your product or
service, and if the only difference between you and the competitors
is in pricing, you didn’t do a good job as a sales person. The main
description of your position inside the company is to create the
value, not just to show your price list.
Teaching and educating customers is no longer enough, giving
them information about your products or services is no longer
necessary. They can get them by themselves, without ever talking to
you or your company, and know more about your product and
positioning on the market then you. If they know so much about you,
how can you try to sell them the same product without knowing their
business situation or their needs?
Remember that customers are sophisticated; they either have
or believe they can get product information more reliably on their
own. Information is readily available through many different
sources, 24 hours a day, 7 days a week. Internet is full of
different forums, blogs, and review or research websites where they
can get information about your product easily.
Customers don’t just want a specific product; most of the
times they want to solve their pain point or business issues. A
customer in today's competitive sales environment does not expect to
educate the sales professional about their business. Therefore, you
must already possess a solid understanding of the customer's
industry, competitors, and business direction.
Developing such a comprehensive view of the customer is a
task that requires extensive researching and education to get an
overall picture of the customer's business industry. The modern
sales person needs to focus on understanding the customer's business
initiatives, strategic plans, IT environment, and key customer
If you are still seeing yourself as someone who is there to
educate customers, you are living in the past. The time of
product-centric sales is gone. Welcome to customer-centric approach
in sales. You need to move away from the focus on presenting your
products. Instead a customer-centric approach shows that you
recognize and understand your customers’ needs, which is necessary
if you want to survive in a 21st Century sales environment.
Your customers are tired of salespeople who come in and are
unable to address real business needs, but talk about their company
and the hottest feature, or unique one that nobody else has. There
are many dimensions that you are selling, and price is only one of
How to win the deal and not even touch the topic of
discounting of your product or service?
If you base your offer on your price only, there is a good
chance that someone will have lower price than you, or you can end
up in the bidding war that distracts from solutions. To avoid that,
base your proposal in achieving more goals for your prospects, not
just to save money, because every other salesperson will say exactly
Customer wants to see the value not in your product; he
wants to get the value from your solution to their business problem.
They must perceive unique value from you. If they cannot
differentiate you from the competition, there is no reason to buy
Probably you can’t differentiate much with your product, I
am sure you have some unique features, but your competition has them
too. Customers today can easily substitute your product with the one
from your competition and still be satisfied.
So how can you differentiate? That’s where trigger events
are coming to the game. Trigger events can help you with
recognizing needs and opening the door to have a meaningful
conversation with customers who have events happening. Just to be
different from the competition is not really important to your
customers. What they would like to see is added value.
What creates customer value?
If you recognize customers’ needs and create the value for
them, customers will move from initial meeting to a decision much
easier. Communicating the value is a traditional view of selling,
but in today’s world you can’t survive if you are not creating the
value for the customer. And make customer realize that they are on
Sales person needs to play a leading role to create the
value for his customers. In each step of sales process sales person
can create the value, but the most value can be created early in the
process by helping customers to define their needs.
This is true especially in consultative sales where sales
person can create the value recognizing customer needs with trigger
events and helping them to define them better and deeper. Sales
professional needs to create the specialized situation and put them
on the market even they didn’t felt like that before he entered the
If you are just selling your product – you are missing the
point and you will die by price, as you lived by price. Customers
are looking beyond the product; they are looking for the solution to
their needs and your understanding of their business situation. Many
times that should include help and advice too.
Different customers must be treated differently, what works
for one customer may not work at all for another. Knowing about
trigger events happening to your targeted prospect (and more
different events is always better) you will have a very powerful
tool to adjust your sales presentation to their needs, recovered
with trigger events.
Concentrate on understanding your customers' business
issues, and show them how to solve more than one goal with your
product, create a value for them and you will go home with the
contract in your pocket, whatever the price is.
Let me repeat it here once more - if you don't show the
value you will definitely not win whatever your price is. Even if
you have a lowest price on the market, it does not mean much to the
prospect, because they don't see the difference between your product
and ones from the competition. And many buyers are buying from
someone who had crafted a compelling solution to their needs, then
comes understanding of their needs, and after that the financial
part of the deal.
Your goal as sales professional is to create value through
how you’re selling, not just through what you’re selling. To
be a real sales professional ready for 21st century customers, here
is no question you need to change your approach, but when and how?
Read other articles and learn more
about Alen Majer.
[Contact the author for permission to republish or reuse this article.]