Quit Selling on What You Provide. Sell Based on What the Customer Gains.

Shifting the way you view what you sell is one of the biggest things you can do to improve your sales process.

People and companies don’t buy anything. They only invest to seek either a gain or improvement.

Yet salespeople seem driven by the belief they can only make a sale when they fully explain what it is they have to offer.

The problem is made even worse when the salesperson begins to link the price of what they sell to the cost of what it took to make what they’re selling.

Cost-based selling is a disaster. I’ve written about this problem many times before and yet people keep doing it.

Your entire focus as a salesperson is in understanding what the customer’s needs are and finding a way for you to help them deal with their needs.

When we understand the customer’s needs, we can then begin to realize how much more what we’re selling is really worth.

The customer who has a significant need is certainly going to be willing to pay more. Our challenge is to help the customer to realize the need they have is significant.

What it comes down to is the mindset you as the salesperson has going into the selling process. When you go in with the approach of helping the customer gain or improve their position, you will be in a much better position to realize the full value of what it is you’re selling.

Is there an upside for you? Yes, and it’s twofold. First, you will close more sales because the customer is receiving help for their issue. Second, you will have more more profit because you’ll be able to close those increased sales at a higher price.

Trust me on this one: Quit selling on what you provide. Sell instead based on what the customer gains.