Listen, Learn, Engage
Add Value and Leave Competitors Behind
Value. What does that mean to the buyer? One way value is defined in the dictionary is “the worth of something in terms of the amount and quality of other things for which it can be exchanged.” The value of your service or product is often measurable and easily demonstrated up front. However, the “perceived” value will many times only be experienced by your follow-up and your willingness to go the extra mile and add value.
The practice of “under promising and over delivering” has never been more relevant than today. When those of us who sell are able to demonstrate to the buyer that working with us will not only give the customer a fair, competitive price for the product or service, but will make their job easier by saving them time and energy, we have a much better chance of making the sale.
Gaining a true understanding of the buyer’s needs and priorities and finding ways to demonstrate that you really do get it will go a long way to begin to show your value. There are many ways to continue to add value throughout the process:
- Getting proposals or other deliverables to them more quickly and more efficiently than they expected
- Presenting them with information in a manner and format that makes it easier for them to understand and promote it to other stakeholders
- Helping them to identify resources that solve other problems
- Showing them that they will clearly be leveraging the dollars they spend for maximum results
Added value may mean simply giving more of something than your competitors. But more often, when all is said and done, your buyers will feel that they got more than they paid for if what you deliver can:
- Save them time and energy
- Provide an avenue that will allow them to see results sooner and more efficiently
If you can find a way to demonstrate added value over what your competitors might show, you’ll be able to differentiate your service or product from the rest of the crowd. If you don’t differentiate and everyone looks the same to the buyer, they will surely revert back to the “lowest bidder” mentality, and that’s an expensive game to play.
Put yourself in the buyer’s shoes and brainstorm with your company to find ways that you can shine above the competition and stand out in a sometimes crowded field. Price will fluctuate from year to year, but consistent, added value will keep your relationship with your buyer strong and transcend pricing fluctuations as well as many other hurdles along the way.
This entry was posted in Blog and tagged added value, consultative sales, sales, sales success, Sales Tips, selling, selling skills, selling value, value
About the author
Don Schlunt
Don Schlunt has many years of leadership experience in strategic planning and problem solving, both for the nonprofit and for profit sectors. Don’s key strengths are his ability to listen and put himself in the customers’ shoes and he has invaluable expertise in what business owners and managers experience and what solutions are effective for them.
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