Before you start selling value you
have to recognize that products don’t sell themselves.
While you may hope you can simply
wave a banner that tells people your product exists and they will eat it up
like a starving man with a slice of pizza, unfortunately most selling doesn’t
work this way.
Instead, you should concentrate your
efforts on selling value.
When you start selling a product,
don't focus on what you like about the product. Find out what your sales prospect
needs so you can show him specifically how he'll benefit from buying
And you do this by asking intelligent
Good sales questions uncover problems and needs. Your products then become the
solutions for these problems.
So, always start with your customer,
not with your products/services.
Of course this is easy to say and
hard to do, especially if you enjoy talking the way most salespeople do.
Let’s say you have a new product.
Let’s call it a “Thingamajig.” It is, by far, the greatest
thing in the history of the world - or so you believe.
Now, let’s say you're going
to start making sales calls to your list of sales prospects.
You have two choices. You can either:
A. Talk about how "Thingamajig"
is the coolest thing to ever exist and talk about the features you like most.
Or you can . . .
B. Talk about the benefits of your
"Thingamajig" and emphasize the value to your sales prospects.
While a) may be a lot more fun, b)
is how you'll help more prospects and sell more products. You are selling
value – that is, you are trying to show your prospects how they'll
benefit from using your new product.
This is a major mistake salespeople
make when they attempt to sell their products. Many salespeople try to sell
a product by describing how great it is - all the while talking about product
features and specifications.
But your sales prospects are thinking
“That’s great, but why should I pay $X.XX for it?”
However, when you can show the customer
that the real value of your product exceeds the price they are paying for it,
then you have sold them on the value of the product.
You have established why the product
is worth more than its price.
Selling value is an important part
of selling any product or service.
another sales tip - once you establish the value of the product for your
sales prospects and customers, your sales will improve dramatically.
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