How to sell value rather than price

One of the great areas that I work on with corporations all over the world is called value selling, or the customer value offering. Value selling says that customers buy your value or service because they anticipate enjoying a value that they would not have in the absence of your product or service. People don’t buy products, they buy the results the product will give them.

I’ve trained more than 2 million salespeople in 75 countries and I teach them all the same thing: Sell the value and the benefit of your product or service to your customer. Focus on explaining and expressing how it works for the customer. If you focus on the value, the price becomes less and less important. If you don’t focus on value, the only thing you can talk about is price.

What is value selling?

Now, here’s the research…

The research says that the value is the difference between the price you charge and the benefits the customer perceives he will get. If the customer perceives he will get a lot of benefit for the price they pay, then their perception of value is very high. So you can control that.

Teach people how much they will benefit, how much your product or service will help them, and all of the things your product or service can do to help them achieve their goals and solve their problems. The more you focus on these values, the less important price becomes.

How to sell value instead of price

Here are a few actionable items you need to do to ensure you’ll get the sale.

1) Who will buy your product?

Ask yourself, “Who is the person who is most likely to buy my product and buy it immediately?”