People Shop Price. They Buy Value
People Shop Price. They Buy Value
Successful Sales Professional: Stop selling products and start selling VALUE"
Unless you have a completely unique product to sell chances are you are selling the same products as your competition.
OH, your product may be made better, may last longer, and may do a better job for the customer, but to the customer it is still the same product.
Most customers think a hammer is a hammer, no matter how much better one is constructed than the other.
But that is OK, because your customers do not really buy products (hammers). They buy the results the product (hammer) will give them. And if your results, THE VALUE are of more worth to them than the competitions value, you can easily receive a higher price for it.
It is great to sell VALUE because you have two different groups of value to sell.
One- the value of your product
Two- your value. Your uniqueness.. USV's - Unique Selling Value -- What is unique about you that is not unique about your competition?
To determine your products value or uniqueness do this exercise.
On a piece of paper write down the products features on the left side. The product and the components it is made up of.
On the right side across from each feature write the benefitthe customer receives from the feature.
The Benefit is the VALUE.
It is easy to determine the benefit values of your products. And a lot of sellers are doing it. But the top sales producers go one more step.
They determine their Unique selling Propositions (USP's).
To determine your USV's make a list (a long list) of all the things you do for your customers. Then go back and cross off the ones that are not unique, the ones your competition is also doing. You end up with a list of your USP's. Now you have something to talk about the competition can not talk about.
Here are four ways to turn your intangible VALUES (benefits) into a dollar value your customers will buy.
Put a DOLLAR VALUE on your benefits and USV's:
1.Give the customer examples of how others have suffered money loss when not using your benefit (horror stories).
2.Show the customer testimonials showing the dollar value others put on your intangibles.
3.Ask the customer what he/she feels the dollar value of your benefit is.
4.Tell the customer the dollar value of your benefit.
(After all you are the Expert)
Putting a dollar value on your benefits and USP's work because your customers are always thinking in dollars. They are thinking
"What will it cost me?" "How much can I save?"
You are far ahead of the competition when you can show the customer real dollar VALUE they receive when buying from you.
People Shop Price They Buy Value - To learn more about this author, visit Bob Janet's Website.
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Frustrated sales clerk: "I am unable to sell our products because our prices are higher than the competition.
Successful Sales Professional: Stop selling products and start selling VALUE"
Unless you have a completely unique product to sell chances are you are selling the same products as your competition.
OH, your product may be made better, may last longer, and may do a better job for the customer, but to the customer it is still the same product.
Most customers think a hammer is a hammer, no matter how much better one is constructed than the other.
But that is OK, because your customers do not really buy products (hammers). They buy the results the product (hammer) will give them. And if your results, THE VALUE are of more worth to them than the competitions value, you can easily receive a higher price for it.
It is great to sell VALUE because you have two different groups of value to sell.
One- the value of your product
Two- your value. Your uniqueness.. USV's - Unique Selling Value -- What is unique about you that is not unique about your competition?
To determine your products value or uniqueness do this exercise.
On a piece of paper write down the products features on the left side. The product and the components it is made up of.
On the right side across from each feature write the benefitthe customer receives from the feature.
The Benefit is the VALUE.
It is easy to determine the benefit values of your products. And a lot of sellers are doing it. But the top sales producers go one more step.
They determine their Unique selling Propositions (USP's).
To determine your USV's make a list (a long list) of all the things you do for your customers. Then go back and cross off the ones that are not unique, the ones your competition is also doing. You end up with a list of your USP's. Now you have something to talk about the competition can not talk about.
Here are four ways to turn your intangible VALUES (benefits) into a dollar value your customers will buy.
Put a DOLLAR VALUE on your benefits and USV's:
1.Give the customer examples of how others have suffered money loss when not using your benefit (horror stories).
2.Show the customer testimonials showing the dollar value others put on your intangibles.
3.Ask the customer what he/she feels the dollar value of your benefit is.
4.Tell the customer the dollar value of your benefit.
(After all you are the Expert)
Putting a dollar value on your benefits and USP's work because your customers are always thinking in dollars. They are thinking
"What will it cost me?" "How much can I save?"
You are far ahead of the competition when you can show the customer real dollar VALUE they receive when buying from you.
People Shop Price They Buy Value - To learn more about this author, visit Bob Janet's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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