Selling Value, Not Price

What if a good salesperson takes pride in his premium product or service, only to be told his price is too high? It doesn’t have to be a problem if he’s already done his homework and asked great sales questions of all the right people in the organization. By then, the sales rep understands his customer’s needs and issues, and where the customer wants to go. Because the sales rep understands, he’s easily able to justify why the customer must make that initial investment in the rep’s solution over competitive choices. There’s always the implication that the customer chooses the cheaper option at his own risk.

Let’s say the customer went with a lower-priced computer system, only to find out the hard way that a low price isn’t always a bargain. A glitch in the customer’s computer system causes it to crash, bringing the company to a standstill for the rest of the day and costing them thousands of dollars, easily wiping out the money the customer saved when he bought that cheap system. Or let’s say a delivery to the customer’s customer was a day late. That’ll not only cost the customer big bucks, it could cost the salesperson a client! Good sales reps thrive on selling value because the additional investment in choosing a premium service fully outweighs the potential cost of doing business with a cheaper but inferior alternative. Be a great sales coach and inspire your team to sell value not price.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).