Selling Value In A Recession
Selling value is never easy, but try doing it during
a recession. It's a real challenge for most entrepreneurs
Imagine what it would be like trying to sell $35,000
luxury watches during this recession.
Well for starters, it wouldn't be easy. Old selling
skills have to be modified and new skills adopted.
For example, you're showing a potential customer an
expensive watch. Customer says, "How much?"
A typical response might be "$8500."
A better response would be "The value is $8500."
Instead of saying, "Would you like to try it on?"
You want to avoid questions that can be answered
with a "Yes" or "No."
A better response would be "I invite you to try
Jean-Marie Brucker, is CEO of a company that
specializes in luxury-sales consulting, and these
are some of the
sales tips he shares
with his clients.
FYI - Swiss watch sales are down 42% in the United States
this year. Holey moley!
Personally I believe all salespeople should avoid using
the words "Discount" and "Price."
Use the word "Value" instead of price.
In the September 1st newsletter I wrote "Good ole Elmer
Wheeler probably said it best in 1938, when he said you
have to sell the sizzle not the steak. And the sizzle of
course are the benefits."
Jean-Marie Brucker refers to the same concept as selling
Why think about "Riding out the recession" when you can
become a Sales Trailblazer.
Jean-Marie encourages salespeople to compliment the
watches worn by potential customers.
Jean-Marie sells luxury.
What are you selling?
Are you selling safety?
Are you selling performance?
Are you selling productivity?
Are you selling quality?
Are you selling luxury?
Are you selling fear?
Are you selling pleasure?
Here are two things to think about if you want to improve
your selling results during this recession.
1. Determine what you are selling.
2. Prepare presentation statements that wraps your "Value"
with romance and/or some sizzle.
Since selling value doesn't come naturally to most
salespeople I encourage you to practice what you prepare.
Your sales prospects and customers won't get emotional
about what you're selling until you get emotional and
excited about what you're selling.
Don't be a walking dialtone during a sales call.
Get excited and show some emotion and enthusiasm for
your sales prospects, your products, and your company.
It really makes a difference.
You'll no doubt enjoy selling more once you inject some
passion into your sales presentation.
Use these sales tips to start selling more today and
- Become a
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