Learn how to sell based on value, not price
Asking questions is more than just asking open-ended or leading questions. Most sales people ask questions like, “Would it be a benefit to you if we could give you more of this for less money?” In most cases it is a rhetorical question that the customer has no choice but to respond to with a ‘yes.’ That is like asking a child if they’d like to have more candy, play all day and not do homework. Asking purposeful questions allows the sales professional to truly understand the prospect, and not just their service needs so they can ‘sell’ them.
Here are three easy steps to make sure you’re able to sell on true value and not price.
- Write down your questions and take them with you. This does not make a sales person less of a professional or less of an expert. In fact this will allow you to show a client or prospect how important it is to fully understand their needs and desires. In order to do this correctly, the order of your questions is important as well. Start your questions wide: industry-company-person-current vendor and then finally about the product or service.
- Help the prospective client understand what makes you and your company successful. A partnership is a two way street-- so remember the sales professional is responsible for both ways. This means a sales professional shares with the prospective client what makes them successful without making it difficult or inconvenient for a prospective client but shows the why and value for both sides.
- Practice your sales calls every day before you go on them rather than simply talking about the appointment afterwards and call it practice. Practice, practice, practice.
This goes for all sales leaders and sales professionals-if the sales leader does not mandate ongoing practice and get involved themselves then it will never happen. This is just like a professional sports team that will not practice if the coach does not require it and work on the field with the team. Second thought- if the prospect cannot truly afford the product or service the sales professional is offering, then do not lower the price and the perceived value. Instead, find a new prospect. By admitting that your product is not a fit, you will gain more clients long term than force feeding a product or service and losing value along the way. Lastly, every customer/client wants the most for the lowest price. This is not a bad thing once a sales professional learns how to help the prospect understand they really want success for the best price.
Success cannot be provided by just a vendor, rather it can only be provided by a true partner. Sales professionals need to prepare and practice so the next time the prospective client says, ‘I want the cheapest price,’ they are confident and ready to take control of the sales call and never sell (or lose) on price again.
Nathan Jamail, author of “The Playbook Series,” is also a motivational speaker, entrepreneur and corporate coach. As a former executive for Fortune 500 companies, and owner of several small businesses. For more information, visit http://www.NathanJamail.com or contact 972-377-0030.