By Nathan Jamail
Stop Selling Value Like Everyone Else!
Selling value is more than making statements like, “We offer great customer service,” or “We have experience and expertise.” These are the most common answers given from sales people and sales leaders – and no different than a person on a job interview telling the interviewer that they should get hired because they are a self-starter, team player, people person, motivated and loyal. All of these answers are generic and do not differentiate you from the next person.
1. To determine what the customer perceives as value, a sales professional must ask the prospective customer purposeful questions. In order to do this correctly, the order of your questions is important as well. Start the questions wide: company/person; and then get into the product or service.
Asking questions is more than just asking open-ended or leading questions. Most sales people ask rhetorical question that the customer has no choice but to respond to with a “yes”. That’s like asking a child if they’d like more candy, play all day and not do homework.
Asking purposeful questions allows the sales professional to truly understand the prospective customer – and not just their service needs so they can “sell” them something.
2. Help the customer understand what makes you and your dealership successful. A partnership is a two-way street, and the sales professional is responsible for both ways.
3. Practice your sales presentation every day. Practice, practice, practice. This is true for all sales leaders and sales professionals. If the leader does not mandate ongoing practice and get involved, then progress will never happen. Just like a professional sports team that will not practice, if the coach doesn’t require it and doesn’t get out and work on the field with the team.
Every customer wants the most for the lowest price. This is not a bad thing once a sales professional learns how to help the prospective customer understand they really want success for the best price.
Sales professionals need to prepare and practice so the next time the prospective customer says, “I want the cheapest price,” they are confident and ready to take control of the discussion and never sell (or lose) on price again.