Sell Value Not Discounts
Sell value not discounts is the way to go
if you're one
of the rare breed of entrepreneurs or professional
salespeople, who do in fact, focus on adding
your sales prospects and customers buying
A quick story to illustrate
the point, why it's so important
to sell value.
Last weekend Bernadette,
my wife, and I took off for
At a recent Women's
Club event Bernadette bid and won
a free night at the Vinoy Hotel and Resort
Petersburg. We added a night so we ended up
My wife's friend Alexis
told her about a wonderful
boutique, Pamela M's, just north of St. Pete.
So off we go to Pamela
But first we stopped
for lunch in Madeira Beach.
The movie, Forrest Gump,
is one of my all-time favorites.
It turns out the movie
inspired a seafood restaurant
with the movie producers.
created the Bubba Gump Shrimp Co. They currently
have six locations in the US. They do a lot
things that most restaurants never think of
doing in order
to sell value.
For example. Have you
ever been to a restaurant, where
the entire staff is looking out for you? Well
Every table at Bubba
Gumps has a little stand that holds
two license plates. The blue plate says, "Run
The red plate says, "Stop Forest Stop."
The blue plate means
you're happy with everything. The
red one says you need something. Everyone
who sees the
red plate asks how they can help you.
Ya know, in sales little
things mean everything.
Sales tip - do the little
things that no one else in your
business is doing.
Now - off we go to Pamela
As soon as we walked
in the door, we were greeted with
friendly, "Hellos" from the staff.
One of them said, "Everything
is 20% off today."
For the next hour and
a half I'm taking it all in. I
found a comfortable chair and was able to
with my iPhone.
My wife likes to shop.
In fact she shops more than she
But today would be different.
From my perch I could
see that a lot of the customers
The selection of clothes
was amazingly unique and
We've been married about
22 years. I've never seen my
wife buy so many things, at one time, in one
In addition to having
a marvelous selection to choose
from, Pamela - the store's owner, also had
I'm watching all this.
Customers interacting with
salespeople. Customers interacting with other
Everybody is just having a good time while
trying on and buying clothes.
It was fun. There was
a bottle of Kendall Jackson
Chardonnay standing tall next to the plate
and Brie cheese and set on a small oak table
of a sofa.
This wasn't a shopping
- it was an experience.
salesperson, Marilyn, tallied up our bill
and then deducted
the promised 20% discount.
The discount didn't
matter. Everything else did. In
fact, everything else mattered more.
Pamela has a great shop
and an inconvenient location
for us - about one hour drive from our home
Ranch. Guess what? I'm sure we'll be going
Pamela. You offer an incredible shopping experience
for women and tremendous clothes and have
You didn't have to knock
$300 off our bill.
You could however do
something a little different that
has potentially a big impact. You could do
that would even create a buzz with your customers
For example. Instead
of offering a 20% discount you can
give your customers a box of Godiva - Thank
Ballotins - 19 pieces.
The cost is $26 but
the value is priceless to the women
who love chocolate.
In addition you would
have added, on our bill, $274 to
your bottom line.
Keep up the good work
Pamela - and remember to sell
value not discounts.
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