Tuesday, May 24, 2011

Selling Your Inherent Value

Sometimes, as salespeople, we think we need to build more value into what we are selling. We think that if we just packaged our product or service a little better, prospects would be more likely to buy. We think that we simply need better marketing. This idea may be true to some extent. Awareness of what we are selling is often key. However, when we start to think that all we need is slicker packaging, we are running the risky of seriously discounting the value that is already present in the product or service we are selling.

They will never know unless you tell them. What can your product or service do for the customer? That is the key question. If you are selling to end-consumers, how can it make them happy? If you are selling to businesses, how can it make them money? That is really all that matters. The value you create throughout the sales process is secondary, the icing on the cake. So, don't forget about selling your product. What relevant features and benefits do you fail to mention because you are too focused on your presentation? How often have you lost a sale, because the customer simply did not realize that your product or service actually could do something useful for them? Product is key. Find out whatever matters to the customer and sell every aspect of your product or service that matches.

They will never believe unless you show them. Simply telling your customers about the features and benefits, though, is not enough. They must be demonstrated. Let the customers touch. Let them play. For intangibles, use Power Point. Show the customer your product or service in action. Tell stories about what it has done for previous customers. Moreover, follow up with the customer after the sale to be sure your product or service is making good on its promise. In doing this, you will reinforce to the customer that your product or service was all that you said it would be...and they will likely buy again.

Sometimes, you don't need slicker word tracks or smoother talk to get the customer to buy. Sometimes, all you need is right in front of you. It is latent in the product you are selling. Your job as a salesperson is to find out what the customer needs and pull the features out of your product that satisfy those needs. The solutions for your customer are inherent in what you are selling. You just need to extract them.

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