Is price an issue for you? Is price an issue for a member of your team? Reality check, Price is a problem for most every salesperson.
Why? Because they don’t understand what beats price every time. They don’t understand value or how to sell value. The real truth is this - When value is missing price becomes the only differentiator. You, your team and your company can feature-puke all you want, but that’s just bragging about the same stuff your competitors brag about.
Make no mistake, no matter how much better you think you are, your competitors are making the exact same arguments. You, they, sound exactly the same to your prospects. That’s a huge plus for you, because if you’re willing to understand value and sell value you can be completely different immediately from all the competition.
What is value? Value is a perception of something received. Value is not something you can quantify. It kills me when I hear sales reps and companies talk about their added value or value-ad that they qualify with a bunch of features.
Here’s a serious question to those people - if I don’t care about your features, how is it added value to me? Value is a heartfelt benefit that someone receives. It’s a perception, a feeling, that they are getting something more based on a need they’ve expressed.
Value is easy to sell. It’s actually quite simple. What’s hard is determining what is of value to your prospect. Start by asking them what they want, why they want it, what they will get out of it, what they care about and why and what needs they want fulfilled. Then, SHUT UP and listen. The prospect will tell you what is important to them.
Sell what’s important to them and nothing else. Don’t talk about anything else. Stop talking about every other damn feature you offer. They don’t care! Here’s the reality - Price no longer is an issue when value is perceived. In other words, no more price objection. People buy from you.
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