Give Your Clients The Value Meal!

Today's selling environment is highly competitive. Readily available information on products just like yours sets the stage for the "burger war" scenario.

The Big Mac versus The Whopper versus...you get the picture (lunch plans?)

We have discussed the parts of the sales process you can't control...your product, the client.

Most certainly, you can't control the competitors product.

So why enter into a "burger war" battle that may undermine your credibility and integrity?

Yes, it may be old school to take the "high road" but in a war of words against another sales person or product, the client is likely looking for a deal where price will become the main and possibly the only differentiator.

That reduces your sale (and your precious invested time) to a commodity. In a commodity sale (where price and availability are all that matter) your physical presence is not an advantage...or even necessary.

I watch sales people expend more energy on clients that they have already discovered are "playing the cart against the horse" and only looking to be a hard negotiator.

Am I saying walk away from these sales? No!

I am saying your strongest, sustainable sales approach is to focus on taking the features of YOUR product and aligning them with the uncovered and discovered needs - creating benefits that bring YOUR product to life.  

Value is expected in this day and age and price pressure is real. You have to become more innovative in demonstrating the tangible (and sometimes intangible) strengths of your product so price isn't the easy (and only) objection.

In Sales Crumbs from the Master's Table, LeRoy is giving Matt a lesson on value and creating an memorable buying experience. As a conversation on golf ensues, Matt recounts how the price of Gatorade changes based on the environment (golfers will feel me!);

• $.99 for 32oz at the grocery store
• $1.69 for 32oz at the gas station
• $3.00 for 20oz at the local golf course
• $5.00 plus tip for 20oz at fancy course!

"Then I suppose you show your displeasure by not drinking Gatorade in those higher priced environments, right?" queried LeRoy already knowing the answer.

 

Matt shook his head and started laughing and answered, "No, call us crazy, but we still buy it."   

 

 "I will tell you why...the answer is value"

 

LeRoy is right...value is the difference maker...

Always give your clients the Value Meal!!!

Until tomorrow, I wish you Money, Power, Success!