Face It: Today's Sales Is All About Price
You see this title and know it is true. And, you tell me this all over the country. In 2016, sales is quite simple. It all comes down to who has the lowest price, right? If you offer an attractive price tag, then you have a chance of winning some business, right? If you cannot do this, then buyers will not consider you. Simply said, it is all about price these days. Are you feeling better about your sales now?
Not so fast, as there is something else I need to mention.
The goal there was to get your attention—as we have an approximate eight-second attention span. Friends, this “all about price” statement is absolutely and unequivocally false. If you are selling on price—and this is the only thing that separates you from your competition—then, you should be concerned! You must immediately learn how to differentiate yourself in new ways.
What it all comes down to is value. What is value? Value = your price + your services/offerings + YOU. Yes, you play a huge part in the value equation. If you don’t add something to this equation, then you are just another price.
Value means creating a special experience. It means going above and beyond the norm. In short, you WOW someone. You are too valuable NOT to do business with. So, you ask, does price play a role in sales? You bet. However, it is just part of the value equation.
It is quite simple. Some salesperson has the respect, and thus the “ear,” of your prospect or client. This person will help guide the buyer to his or her final decision. Trust me on this, as I have done if for many years. So, are you that person? Someone is telling them your price is too high, so you will go away. It is true, in some cases, a buyer is only concerned about bottom-line price and nothing more. I strongly recommend moving on from such prospects and customers.
Let me share one more thing with you. There are a number of companies that are making money, and many who are not. The ones making money are not selling on price. In contrast, those who are barely staying afloat oftentimes use their low pricing as a sales plan. This is not a good strategy.
My challenge is simple. Please take off your "price hat" and put on your "value hat."
So, let me ask you this: Why should someone buy from you over the competition? Would You Buy from You? Do you know? Can you list five compelling reasons why they should—beyond price or quality?
Ask yourself these questions: So What? Why You? Who Cares? And it will help define your differentiation strategy. Why wait? The time is now. Create value in all that you do, so that price becomes a factor, not THE factor in your sales strategy. Someone is selling value … is it you? For a free tip on how to add value over simply selling on price, send me an email. Have a great week.
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com