Sell to Their Value, Not Yours

Over breakfast the other day, my friend mentioned how he was running in the morning but that the weather was killing him.  I then belted out, without thinking, “join the YMCA you can afford it”.  The look from my friend said it all.  See, he could more than afford the monthly membership to the YMCA, however, he never joined because he wasn’t sure if it was worth it.  This is a common mistake that salespeople make.  They pitch on what they “think” someone could or should buy, not necessarily what they want to buy.

Now, don’t get me wrong.  This doesn’t mean that you shouldn’t show a prospect premium items.  You should, but
only because you believe that the product you’re pitching is the best value for the prospect’s investment.

The secret to doing this correctly is to find the buyers’ value.  Below are subjects that can help identify what is valuable to them.  Once you find that, take those values and compare to your offering(s).

Past Experiences:  Finding out about past experiences is how you can identify what the buyer may prefer.  If a prospect likes what he previously bought,  present him with similar options.

Put Yourself in THEIR shoes:  Different people want and/or value different things.  Just because you might not be able to afford something doesn’t mean that your prospect can’t.  Just because you don’t see the particular value in a product doesn’t mean that your prospect doesn’t value it.

How Do They Entertain?:  If you’re selling to a company, find out how this company entertains current customers, prospective customers, and employees.  Some use fancy country clubs while others host dinners.  No two (2) companies seem the same.  Find out these three (3) areas will give you a sense on what the company sees as appropriate entertainment.

If you’re selling to an individual, find out how they entertain their family, friends, and significant others.

Ask Questions Until You’re Comfortable in Your Pitch:  You can take a look on what your prospect current has, what is he wearing, what does he drives, where he lives as this may indicate certain preferences.  Be careful not to prejudge though as it’s an easy way to lose a sale.  You’ll still need to ask questions until the prospect’s answers indicate what product makes the most sense.  Keep asking questions until you have accomplished this.

In the end, your job is to ask questions to find the prospects value and then present products and solutions that are appeal to those values.  If you went in without asking questions about the  above items and assumed that the person wants to spend the max amount because he drives a Range Rover, then good luck picking your rejection letter up off the floor.

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1 Comment

  1. Loved it. Advice is sound and the prose is very well written. Putting yourself in the customer’s shoes is something a lot of sales people say but find hard to put into action.


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