In Sales, Face It...It All Comes Down to Price
This is an open letter LeBron James style that I am writing through this blog post. LeBron chose Sports Illustrated and my choice is Printing Impressions.
You see this title and know it is true. You tell me this all over the country. You see, in 2014, printing sales is quite simple as it all comes down to who has the lowest price. If you get your pricing tight, then you have a chance of winning some business. If you cannot do this, then buyers will not consider you. It is all about price and you must feel like a robot order taker. Are you feeling better about your sales now?
Not so fast, as there is something else I need to mention.
The goal was to get your attention as we have the focus of gold fish (about 8 seconds). Friends, this “all about price” statement is absolutely and unequivocally false. If you are selling on price and this is what separates you from your competition—you should be concerned! Thus, you must immediately learn how to differentiate yourself or get out of this business.
You see, what it all comes down to is value. What is value? Value = Your price + YOU + Your company’s services/offerings that go above and beyond the norm. So, you ask, does price play a role? You bet. However, it is just part of the equation.
Someone has the ear of your prospect or client. Is it you? Someone is telling them your price is too high, so you will go away. It is true that in some cases, a buyer is only concerned about the bottom line price and nothing more. Note: move on from such prospects/customers.
Let me share one more thing with you as I get to see a lot. There are many companies that are making a ton of money in this industry. And they are not selling on price. In contrast, there are many who are barely making it and differentiate themselves based on price.
My challenge is take off your “price hat” and put on your “value one.”
So, why should someone buy from your company over the competition? Can you list five compelling reasons that do not include price or quality?
OK, now I will finish just as LeBron did. It is time to get to work; this is all I will say. It is time to come home and sell value.
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com