Why You Sell on Price
You want to build a home theater. So, you drive down to Best Buy for advice. You detail your situation as the technician listens intently. When you are done, you get an education on each component, what to buy, and how to put it all together. The technician carefully explains and recommends. She even prints out different options for you as a reference. It’s a confusing process made easier through the help of a patient sales process.
Then, you drive home and buy the whole thing on Amazon because you can get a cheaper price.
You walk into a bookstore and head to the self-help section. This time, you are out to learn how to wallpaper. You find the perfect book and spend a few minutes perusing its pages. It’s as if the book was written for you specifically … but it cost $20 for a paperback. Thinking to yourself, “$20? For a paperback? I can look on YouTube for free.”
So, you do.
In both cases, you failed to see the value behind the process. You looked for and found great advice but didn’t reward it. You looked for knowledge but didn’t want to pay for it. This internal belief system permeates and affects your selling process as well.
If you don’t walk the walk, don’t expect people to do anything but choose you only when you are the cheapest. You cannot talk out of both sides of your mouth. Selling a solution requires a mindset founded in that same philosophy: Solve the problem, earn the order.
Bottom line: If you cannot see the value in what you buy, customers will never see the value in what you sell.
Make sense? Want more? This is the kind of information you’ll find inside The Sales Vault, a subscription-based website found at SalesVault.pro or by calling Bill Farquharson at 781-934-7036.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at firstname.lastname@example.org or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.