It
is always the customer who determines the value of the product/service.
As
a salesperson, it is up to you to assess value from the customer’s point of
view. In value selling training, you learn how to focus not on short-term price
but on long-term value.
Approach
your evaluation of value using the following guidelines:
- Customer motivation. Why does the customer want to buy? Why do they need your offering? What is important to the customer? When you understand your customer’s motives, you will understand the true value of your offering from the customer perspective.
- Customer’s idea of worth. Anyone who has run a yard sale knows that what may be “junk” in one person’s eyes has value in another’s. Your offering may serve an immediate need or have an unforeseen impact for the buyer. Figure it out.
- Intangible benefit. Is there added value beyond the tangible? What about the value of your company’s reputation? Or a guarantee? Or your customer service? Or the relationships that the buyer may gain?
Sell through value and price will be less of a stumbling block.
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