How do you sell “value” to your customer? Is what you perceive to be “value” the same as what your customer perceives to be “value”? For example you may think that you should get a better price for your “product” simply because your company is the greatest company in the world and has the largest inventory of the product. The fact that your company is the greatest with the largest inventory could be considered “value” to you. However, the customer could see this entirely different. They may think that because you are the greatest company with the largest inventory, you should be able to buy better than your competition. This means to them that you should have the cheapest price!
Who is right? Technically they both are! But, the customer is the one who matters. Remember that in the world of “selling” what you believe to be the truth or fact does not matter. It only matters what the customer believes to be true or fact. This is true in all industries.
Selling based on your perception of “value” is the #1 mistake most sales people make at the beginning of their career! Most of it is taught through improper training. There is nothing wrong with selling “added value” when it is done correctly. In fact it is a must in order to differentiate one’s products and services from their competition. If not, companies would sell on price alone!
So, how does one sell “added value” to their customers? First you must know how your customer feels about you, your company, your products and your industry. This will give you their perspective. Once you know this information you will understand how to sell to them. You can not ignore this step if you wish to be successful. It is especially important if you are prospecting for new customers or new business.
Once you know what your customer perceives as “added value” from your company, focus on doing those things better than anyone else. Provide them with “exceptional customer service.” Now days you need a competitive price and above average customer service just to “get in the game.”
What if you’re dealing with a new customer? Consider yourself lucky because you do not have to spend valuable time in trying to correct mistakes that were made by someone else! Start the process of communicating with the customer by gaining their permission. Once you have their permission spend your first call asking questions and listening to the answers regarding the perception of your company, the competition and the industry. Determine what “added values” that your customer believes that you and your company offers and add to them! Focus on providing them with personalized customer service.
So what happens if the customer’s perceptions are negative toward you or your company? Well, it just means that you have your work “cut out” for you! For a lot of sales people, this is where they bail out! I challenge you not to do that. Instead, dig deep into why the customer feels this way and then fix it! This does two things. One it shows the customer your interest in their company and secondly you begin to gain credibility.
Always look through your customer eyes! Remember it is not your perception that matters the most, it is theirs. Happy selling!
-RH
I’m a Business Development Representative for the largest pool distributor in the world. I’ve have 25 yrs. in the pool industry and 12 years in distribution. I’ve been honored with the “Top Gun” award and was #1 in my region (Florida) three times in a row!
I am self-driven and strong in creating loyalty with my customers. I excel in customer service and enjoy my job tremendously.
Currently I have a home based business where I review other home based businesses for my potential customers. You may visit my site at: http://www.randy-higgins-online.com
I strongly believe that it is not how you perceive your company or yourself that matters to the customer. It is how the customer perceives you and/or your company. After all they are the ones that gives us the things that we want!
By helping the customer achieve what they want, we are sure to succeed!
Happy Selling!
-RH
Tags: added value, company focus, inventory, mistake, new business, nothing wrong, one who matters, perception, perspective, technically, those things
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