Sales Development Training: Sell the Value, Not the Cost

Whether it be telephone sales or face-to-face selling, the issue is the same: to get the customer to see the value in what you’re offering. The challenge is in getting the right price. Focus your pricing on the value of the benefits you offer and how much the customer will benefit from buying what you’re offering. This sounds simple, but many salespeople spend time justifying their price based on what it costs to produce their product or service. When a salesperson does this, they’re seriously underselling what they offer and the customer will never realize the full value of what they’re buying.

Customers do see and feel value in what they pay for something. I can demonstrate this best with this example. If you’re given free tickets to a popular show, you may or may not choose to attend depending on whether you have anything else going on. However, if you’ve bought the tickets in advance and were forced to pay a pretty high price for them, you would make sure you attended the event. Not only that, but while at the event, you would be more critical of the show and the entire experience because of the investment you had made. If you didn’t pay anything for the tickets, you would be more likely to shrug off any expectations. The price people pay for things does impact their expectations. When you fail to charge enough, you wind up under-serving your customer.

At this point, I am sure some of you are doubting what I’m saying. I am simply trying to motivate you and challenge you to push the upper limits on what you charge. By doing so, you will not only wind up increasing your sales confidence, but you will also (and more importantly) significantly improve your profit margins.

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