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Tuesday, January 20, 2015

Selling Beyond Price

Written by  Duane Bailey

It's easy to sell on price, particularly when yours is the lowest. What happens, though, when your price isn't the lowest?

One of my go-to sales training exercises is to ask a group of experienced salespeople to imagine a world where there is no difference between their price and those of their competitors. If price is no longer a differentiator, how would they position their products and services? What would possibly compel someone to buy from them?

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This forces them to take a deeper, more introspective look at their selling approach. The best salespeople sometimes default to selling at a lower price, even when their products and services are arguably better. In doing so, they discount the value of the service they provide, the knowledge and expertise they offer, their relationship with the customer and the impact their products and solutions can have on their customer's business.

If a salesperson's first instinct is to offer a discounted price, it's a sign he or she doesn't attach much value to the things that matter most to customers. And if a salesperson doesn't believe these benefits are worth paying more for, why would your customer? 

For more on selling beyond price, please see:
How One Brand Is Growing Sales While Raising Prices in a Weak Economy
Achieving Market Share Growth in a Weak Market
What Makes Your Company Different?

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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