Four Secrets To
Selling Value Versus Price
By Tessa Stowe
Do you find that your prospects are focused on the price of your
products and services and often pressure you to give them discounts?
You've told your prospects in so much detail about all the great
value they will receive but they just don't seem to get it. You know
that if only they could see the value in your products and services
then price would not be such an issue.
Here are four secrets, if learned and applied, will guarantee that
your prospects will see the value in your products and services so
that price is no longer the issue. These four secrets are
commonsense and obvious once you know them but in selling what is
commonsense and obvious is rarely applied.
Secret #1: Forget about selling and trying to get your prospect
to buy your products and services. The common trap, that you
don't want to fall into, is to start selling your products and
services from the very first conversation with your prospect.
Instead, you want to forget about selling and trying to get your
prospect to buy your products and services. Just have a conversation
and ask the right questions so you can understand their problem and
determine, if in fact, you can help them. I call this initial phase
the 'Discover Phase' and it is where you should be spending the
majority of your time in the sales process.
Secret #2: Have your prospect tell you the value (instead of you
tell them). If you tell your prospect about the value you offer,
they may or may not see this as relevant, of interest or of value.
However if you ask the right questions so your prospect tells you
the value of solving their problem, they will then see this value as
relevant, of interest and of value. The big difference is that they
have told you (and themselves) the value as opposed to you telling
Secret Number #3: Have valuable conversations. The
conversations you want to have with your prospect should include so
much value that they actually thank you for speaking with them and,
in fact, look forward to having more conversations with you. How do
you have such conversations? It's easy really. You see probably no
one has asked your prospect powerful questions which help them get
clarity around their problem and what it is costing them. This sort
of clarity and information is of great value to your prospect. They
will see that you have a valuable skill and they will want to have
future conversations with you to continue gaining clarity in other
areas. They will see having conversations and having a relationship
with you as valuable.
Secret #4: Add your value to their value. Once your prospect
has told you the value they will receive from solving their problem,
they will be receptive to listening to how you can add even more
value. Not only will they be receptive to listening to how you can
add more value but they will also be appreciative of the additional
value you can add. This is because, at this stage, they will have
effectively sold themselves on taking action to solve the problem
and the more value they can see that they will receive; the easier
it is for them to justify buying your products and services.
In summary, as a consequence of not selling while you ask the right
questions, your prospect will see both the value in solving their
problem plus they will see the value in having a relationship with
you. You are then in a position to help them justify a buying
decision by adding more value to what they have told themselves.
This all leads to a decision based on value and not on price.
Read other articles and learn more
about Tessa Stowe.
[Contact the author for permission to republish or reuse this article.]