Selling Is Not About Price - Or YOU LOSE
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By John Newland in Selling Published: Wednesday, 30 May 07 - 02:48 PM (GMT) Last Updated: Wednesday, 30 May 07 - 03:31 PM (GMT) |
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For the business owner or entrepreneur, it is vital that price not be your main selling point. I have worked for a number of small companies, and while they all wanted me to sell their product on "value, not price", they never did a good job of stating what that value was.
In a very tiny post today, Seth Godin said: "Maybe the reason it seems that price is all your customers care about is...... that you haven't given them anything else to care about."
There is great truth to that statement. BTW, if you ever get a chance to see Seth live, then do it. I was at his presentation in Salt Lake City on May 24th, and it was awesome. There was one thing in particular that he said that is relevant to today's discussion. Note that sales and marketing folks will tend to ask you for larger budgets for advertising, promotion, etc. Seth's comment (paraphrased) was "instead of spending millions of dollars on advertising or promotion, take some of that money and redesign your product to better fit the needs of your customers".
As my title suggests, if your baby (your product) is being sold on price alone, you lose. You must do 2 things in order to sell your product on value - First you must create a product that actually serves the needs of your intended customer. Second, you have to be able to verbalize, using both your customer's needs and your customer's numbers, exactly why your products' value exceeds their prices.
JohnOnSales sales pitch - I can help you do this. If you need help, leave a comment!
So, go design a product which truly serves!
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