LEARN TO SELL ON VALUE NOT ON PRICE
How do you get away from the price when you’re selling whatever product or service you have on offer? Simply focus on the value your prospect should expect from buying what you sell. That is, the benefits they would get from the product or service on offer, after they take delivery of the product or service on offer at the time.
And that could be a higher than anticipated return on investment, far greater enjoyment than anticipated, or higher productivity, better than expected convenience or any of a number of other calculable measures.
Here are four steps, taken from the work of Alan Weiss, in his book, Million Dollar Consulting (McGraw-Hill, 1998) to focus on value in selling to your prospect:
Focus on Objectives
You need to establish value by determining exactly what someone wants to get from your product or service. Ask, “If ever you were to buy this product or service, why would you buy it?” The answer to that question should lead you to the prospect’s specific want for your product. Once exposed, immediately sell off that point – then wait for a decision without further prompting.
Confirm the desired outcome/s – Restate what you’ve heard them say to you by declaring, “So if this copier does what you want it to do, you’ll experience greater productivity in your office. Is that what you want?” But the most important things is that it’s critical that you get agreement for full understanding of desired results before you ask this client for an order.
Check for Temperature Testers
You’ll also ask open ended or closed questions such as,
• “How will you know you’ve reached higher productivity with this machine?”
Then once they answer, ask for the order based on their response to you.
• “So if you could get the level of productivity you’ve just told me about, you’d want to install the copier?”
If they answer with a yes, simply shake their hand and congratulate them on their decision.
This makes them feel good about making the decision. Confirming the prospect’s expectations on the level of productivity they expect simply takes the guess-work out of perceived value of return expected by the prospect on investment.
Now determine the value – Ask
• “What would be the value to you of the higher productivity within your office be as a result of you installing the new photocopier?”
Their answers could include factors such as increased revenues, more satisfied customers, cost savings, faster turnaround time or a host of other responses. But you should get as many answers as you can, because this is where the true value of the product or service on offer is really established.
From this point onward, and through the rest of the sales discussion, all you’ll need to do is to simply refer back to the prospect’s objectives, measures and value. The once they tell you about because of your constant probing – or the ones they openly volunteer.
That type of questioning keeps the focus right where it belongs. On the value the prospect expects to receive, rather than the price the prospect is told they must pay
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This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies over 48 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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