3 Selling Situations Affected by Added Value
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I saw a sign at a salesperson’s desk once that read, “Dear Customer, you may select any two of the following when purchasing from me: service, quality, price.” The words on that sign are true and they provide real sales help. They tell us that customers always have to pay for value. There is no free lunch.
Think about the selling environments that are possible using this bit of wisdom. We all sell in one of three
scenarios noted below, depending on our market and our selling situation at the moment.
1. We can provide great service and high quality products, but we can’t do it at discount prices.
2. We can provide great service and discounted prices, but we aren’t going to be able to provide high quality products.
3. We can provide high quality products at discounted prices, but our level of service will be low.
This is a simplistic model, but it demonstrates that it’s impossible for a company to be profitable if it provides its customers with high quality products and high levels of service at discounted prices. Professional sales help and support come at a cost. Companies that have tried to do all three at once go out of business.
As seasoned sales pros we know that we have to sell the value we bring to our customers in order to justify the pricing. When customers understand the value they are buying they understand the price too. They know they can’t get sales help and assistance for free.
Sometimes we find ourselves in selling situations where we are selling a cheaper product or a lower level of service. It is important in those environments to educate the customer about the compromises they are making in order to receive lower pricing. It’s all about setting realistic expectations about value and price in the customer’s mind.
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