What Your Customers Really Want is Value

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.

Nathan Jamail is a best sell­ing author and moti­va­tion­al speak­er, entre­pre­neur and cor­po­rate coach. Click here to read this arti­cle in its entire­ty. Reach him at Nathan Jamail.com.




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