Selling is not
all about price! This is a rampant excuse that sales people use
to explain away not getting a deal. Low price is not essential
to closing a deal. Does price matter? Of course it plays a role:
however, it's only essential if salespeople allow it to be.
Price becomes
essential when we haven't provided anything else as criteria for
buying. In other words, price is essential when we haven't sold
any value. Pricing is only a component of the sale and can't be
allowed to be the predominant one.
It's not unusual to lose a deal and find yourself thinking, "If
only my price was lower, they would have gone with me." In most
cases, that simply isn't true. If it were, every time someone
bought a product or service, they would buy lowest.
In a retail
environment stores would carry one brand of every object because
there would not be anyone that would buy a different brand. In
reality, we have a multitude of choices because people see value
in products that are more expensive.
As salespeople we are
living, breathing, and speaking ways of adding value to a
product or service. To use price as an excuse is equivalent to
saying, "I utterly failed in this sales process because I was
unable to show any value in my product or service to the
prospect."
Bring value to prospects not price. Ask questions and discover
the compelling reasons why someone wants or needs your product
or service. Price will not be essential if you sell value. It
will become one of many details. If you are offering the best
solution for their situation and are savvy enough to help them
realize it, price fades away. Focus on value and don't trick
yourself into the cutting price game. Sales is about selling
value.
Sandler Systems, Inc. All rights reserved.
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