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). (more…)

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