National Sales Center

How To Sell Value Over Price

Salespeople are always concerned with selling value over price. Anyone can always offer a lower price, so if all buying decisions were based on price, brochures would replace sales reps. Let’s explore the relationship of selling value over price.

Toyota recently had a problem over claims concerning safety.  One of their responses was to offer financial incentives to potential purchasers. Was the public’s concern over safety or price? I doubt anyone would feel safer in a car they got at a good price. All too often, reducing price is a knee jerk reaction that often fails to hit the target.

Rest assured that some sales rep today will get a call from a prospect that decided to do business with that rep’s competitor. The reps first reaction will be to counteroffer with a lower price. However, the prospect never said they are going with the competition because of price. This rep’s response was yet another knee jerk reaction to not selling value over price. Too bad that rep didn’t get some solid sales training.

There are a few keys to successfully selling value over price. As you can the see from the above examples, price isn’t always the answer. The first key to successfully selling value over price is to understand your prospect’s needs, fears and desires.

The second key to selling value over price is to identify all your offering’s added value. Why is your product or service superior to your competition? Translate those features into benefits and you’ll successfully sell value over price.

Keep Selling!

Nick Moreno

Tags: Sales Training