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Before You Cut That Rate..read This...

By Joseph Guertin
Joseph Guertin & Associates

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Do you give away your best "stuff" for free?

Almost every company I work with has incredible value that their customers never see. These traits, habits and resources can be powerful 'selling points to help you differentiate yourself from the competition and win more business.

First, and especially if you're an entrepreneur, there's your drive, motivation, experience and desire to help. While I might tell a customer "if you need anything, just give me a call," or I can really sell the point: "Here's my home and cell numbers. If you need help...I don't care if it's 2:00am...call me!" How about time you spend learning new skills, techniques or technologies? If I'm one of your customers, that has 'pre-sell value.'

Next, look at your support team. Have you ever told a customer "I want to take this to our team's brainstorming roundtable session" to show the scope of your solution power? If you have a sales assistant or technical engineer who can accompany you on calls?

Then, there's the aggregate knowledge of management and ownership. There's an old (and very true) saying that nothing sells better than bringing in the boss. Plus, their experience and connections can be of immense value to that customer.

Even before you present your value, you can start positioning your price. For example, very few customers think of themselves as low-price leaders, and often even despise cut-rate competitors. This gives you a chance to create a special connection. Suggest that "every industry has business who sell value for more money, down to the low-price discounters. Where are YOU on that scale?" Most of the time, they'll say they're either in the middle, or even toward the top. That's when you make your first connection with them, "that's us, too." Now, price alone can't be an issue. They said it themselves. Not only that, but people also like to know they're dealing with someone of quality and, whether it's in medical, legal, accounting or advertising, you're going to get what you pay for.

A wise mentor once told me "you've got to stand out and get noticed." If a customer is comparing your price to another, one of two things is happening: Either they don't see any real difference or they're somewhat sold, but not enough to justify the dollars you're asking. Sometimes, they just have to know they've negotiated the best deal possible, or feel the need to use "I can get it cheaper from XYZ" as a point of leverage

The best closers rarely have to deal with price objections. That's because they sell their value first, and get the whole pricing issue out of the way early.

Revised: 01/20/2008 - Article Viewed 2434 Times

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Biography

Joe Guertin is president of Joseph Guertin & Associates, a speaking, training and consulting firm specializing in helping businesses grow their sales and their people. From more than 24 years of outside sales and business ownership, he brings personal experience and fresh strategies for success, and his humorous stories and experiences

Prove that he's 'been there.' Joe is the author of more than 100 sales-boosting articles, plus a monthly ezine, "Monday Morning Madness."

Joe's central theme, Streetfighter Selling, not only educates, it challenges. He specializes in new revenue-building strategies, helping today's salespeople boost their bottom line sales in spite of an unstable economy.

Contact Information

Joseph Guertin
Joseph Guertin & Associates
joe@joeguertin.com

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