Let me hazard a guess at most of them! Ten years ago it was accepted wisdom by many sales gurus (or so called) that selling the benefits of your product was by far the best way to go, but in a market where everyone is being told by everybody, that we are the best you have to differentiate yourself by doing something different.
This difference is not social media, it’s not e-newsletters; neither is it running naked down the local high street with your branding printed on your chest and back! This difference is understanding why your clients buy. By understanding why your clients buy, you can put yourself in a very strong position to not only deliver a superb product but also fantastic customer service.
There are still many sales people who firmly believe that most sales come down to price. If your sales strategy involves dropping your price then you are already on a slippery slope to doom. One of my clients summed up this philosophy perfectly when he said “I get it, don’t show me how to save £5000, show me how to put £20000 in my pocket!”
You should sell your product or service by demonstrating its value and showing your client how your product or service will work in favour of their business and for their business. Then your negotiations will never come down to just price, and if they do, well there’s always somebody who will do it cheaper than you. Is that really a road you want to go down?
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