I am a big believer in the importance of selling value. During a recent program a participant asked for suggestions to demonstrate value when selling a commodity. A commodity by definition means that you cannot tell the difference between one firm's product and another.
If your products are identical in nature to a competitors but your price is higher then you need to uncover the hidden benefits of buying from your company versus a competitor. Here are a few ideas:
Do you offer faster, better, or more on-time delivery? If so, how important is this to your prospect?
Do you guarantee higher accuracy? If so, what is the value to a customer?
Do you offer better service? Can you prove it? And how important is this to your prospect?
Is your technical support better than your competitors? If so, in what way? And is this important to your customers?
As you can see, the value is not in the product; it is in your company. The key is to find out what is important to your prospect beyond the product itself.
Kelley Robertson helps sales professionals and businesses discover techniques to improve their sales and profits. Receive a FREE copy of 100 Ways to Increase Your Sales by subscribing to his free newsletter available at http://www.RobertsonTrainingGroup.com. For information on his programs contact him at 905-633-7750 or by email.
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