Building Value is Not Optional

 There are 5 Guiding Principles in our Virtual Sales Manager program.  Last week, I wrote a blog on the #1 Guiding Principle: Being Genuine and Authentic.  If you’ve established trust by being genuine, you are in the best position to build value.  And, that is where any conversation about your services needs to be.

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 There are 5 Guiding Principles in our Virtual Sales Manager program.  Last week, I wrote a blog on the #1 Guiding Principle: Being Genuine and Authentic.  If you’ve established trust by being genuine, you are in the best position to build value.  And, that is where any conversation about your services needs to be.

 Poorly-trained sales people struggle with the issue of price objections more than anything else.  And, an imperfect understanding of price and value has led to discounting and sales advertised all over the market place.  If you have participated in these specials, discounts and price-match guarantees, you are part of the problem.  You’re focusing on price because you aren‘t taking the time to do what is necessary to focus on value.  People will pay full price or higher prices if the value is there.

 So, Step 1, Be Genuine in your willingness to help.  Step 2, establish an understanding of the value of the service you are selling.  Here is the secret to establishing value: The prospect’s opinions will be different from yours, the industry‘s or the norm.  That is why we call it “building value” rather than “identifying value.”  You may need to build the image of value from the ground up.  Something only has value if the prospect understands it.  This is why you have to be prepared for a long process.  And, frankly, this is another place where poorly-trained sales people fail to identify with good business.  But, that is another topic and another blog.

 Anyone can talk price.  It’s why prices are going down.  It’s why the market is expecting a deal.  A well-trained sales person knows the price and the value delivered for that price.  He or she knows how to develop a relationship and trust to extend the conversation so they have a chance to build value in a way the prospect understands.  It‘s a journey of understanding that the prospect and the sales person take together.

Or you can just name your price and let them shop around for the lowest price.  

 Build value and you are engaged in the process.  Play the price game and you will get less… either fewer patients or less per patient.

 Ready to learn how to build value and have an accountability source who keeps you on point?  If so, its time to subscribe to the Virtual Sales Managers.  Just email me at Donald@dogstarmedia.com  and we can get you enrolled.