What does Rolex, Tiffany, Rolls Royce and Armani all have in common? Sales people who know how to sell value. Have you ever wondered how certain companies consistently sell their products for 5,10 and 15 times more than their competitors?
The dramatic changes in health care are driving buyers to demand more for their money. Therefore, sales people must turn up the volume on their ability to sell value beyond price.
Most representatives know they should rise above the pitch on price. However, little instruction has ever been provided on how to build value and create pride in ownership. So, if you sell capital equipment to a committee or tiny disposables to end users, the following selling strategies will help you win victory with value!
Adhere to Investment Centered Selling
Demonstrate how your product benefits the customer over the life of the product. The average representative fails to present customer benefits and shoots himself in the foot by focusing on product features. Building value delivers 'big picture' benefits around the long term advantages of your product. Consider the following questions:
Based on the product's life expectancy, how will consistency in performance effect cost per use?
What is the value of the long-term time savings and convenience for the end user?
How will a wider range of application reduce costs?
What is the financial impact of improved patient care?
By delivering a presentation around these questions, you will help the customer look to the long-term advantages in owning your product or service. These value based benefits deliver the justification for a higher cost in your product.
Create prestige in ownership
The old axiom, "you get what you pay for" really plays to your advantage, so use it! What specific examples or stories can you relate that would powerfully remind the buyer of this truth? In what ways can you demonstrate that higher prices deliver higher value and performance?
If you represent a large well-respected company with a reputation for quality and consistency, your job is half done! If not, you can promote prestige in the following ways:
Pride in ownership can be created with a reference to your well known and respected accounts. Ask key customers for permission to provide their name as a reference. There is no greater selling advantage than a satisfied customer supporting your product!
Never underestimate the power of emotion when tapping into pride of ownership. Be sure to discuss how customers feel while enjoying the benefits of your product. Probe the positive emotions that are associated with pride and prestige and translate that into owning your product or service.
Image is All Important
'Quality begets quality' is the unspoken message when you present a positive image of class and professionalism to customers. Your appearance must be impeccable combined with an air of confidence that is golden. When customers buy your product they, in many ways, are buying you. Keep in mind, your image is also conveyed by the condition of your sales materials, briefcase, literature and product packaging. Take an inventory on these items and upgrade your image today!
Price will always be an important part of selling. However, you help customers take a new view of value by selling beyond price.
© 2006-2007 ANSIR International, Inc.
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