Salespeople
who operate on the premise that lower prices will result in more sales leave
money on the table and set themselves up to be perceived as adding less value
than their competition.
It
is time, especially if you sell complex services in a competitive environment,
to let go of the temptation to reduce your price to close an important deal.
Instead, follow the advice of value selling training experts with a new
premise: people believe that they get what they pay for and they treat you the
way that you behave.
So
rather than focus on your price, focus on the value to them, their boss and
their business. If your price is higher than your competition, shift your
customers’ thinking toward understanding how your solution is superior and
worth the higher cost. In fact, you should walk them through evaluating value
in terms of the business results that your service offers and the risk of going
with an inferior alternative. Put a dollar number on what they save through
more efficient production systems, for instance. It will undoubtedly be significantly
higher than what they will pay for your solution. Bottom line…the value far
outweighs the price and you should bag the sale.
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