It never ceases to amaze me how many times I hear sales people say they have to be the lowest price in order to win the deal. When I hear this I cringe, as deep down I know they haven’t sold the value of their product and didn’t present a distinct differentiation from the competition.
It’s not always price people… when you’ve clearly conveyed value propositions and have client buy-in you can oftentimes charge more… a lot more!
Here’s An Example… and there are many
Recently I was brought in to evaluate and turnaround sales for a company that provides design and printing solutions for all sizes and types of companies.
I found that while the Company had high quality products that should demand higher than average prices, they were loosing to the competition primarily based on price.
What I found was their sales team was simply gathering customer requirements and forwarding a pricing quotation via email… going through the motions so to speak.
I recommended modifying the sales process to stress the value of their offering rather than price.
Now for the change to their sales process…
I simply had their graphics team mock-up photos of the prospective clients facility reflecting the proposed solution. Why? I wanted prospects to visualize the proposed solution installed at their facility and see the value it would bring.
When completed the sales team would email a copy to the Artwork Proposal to the prospect, pricing was not included. Pricing was always reviewed during face-to-face meetings. We also changed language the sales team would use when speaking with the prospect… you guessed it; value points of their solution were stressed.
By simply showing and discussing value before discussing price, sales wins rose 65% and better yet deals were oftentimes priced 2 to 3 times greater than the competition!
It’s not always price people… when you’ve clearly conveyed value propositions and have client buy-in you can oftentimes charge more… a lot more!
Here’s An Example… and there are many
Recently I was brought in to evaluate and turnaround sales for a company that provides design and printing solutions for all sizes and types of companies.
I found that while the Company had high quality products that should demand higher than average prices, they were loosing to the competition primarily based on price.
What I found was their sales team was simply gathering customer requirements and forwarding a pricing quotation via email… going through the motions so to speak.
I recommended modifying the sales process to stress the value of their offering rather than price.
Now for the change to their sales process…
I simply had their graphics team mock-up photos of the prospective clients facility reflecting the proposed solution. Why? I wanted prospects to visualize the proposed solution installed at their facility and see the value it would bring.
When completed the sales team would email a copy to the Artwork Proposal to the prospect, pricing was not included. Pricing was always reviewed during face-to-face meetings. We also changed language the sales team would use when speaking with the prospect… you guessed it; value points of their solution were stressed.
By simply showing and discussing value before discussing price, sales wins rose 65% and better yet deals were oftentimes priced 2 to 3 times greater than the competition!
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