Sales represents a point where business and psychology intersect. It is an art that comes more naturally to some than others. For those who must work at it, developing a winning sales technique usually involves learning what works (and doesn’t work) with clients. By the same token, it’s really not the sales professional that makes the sale. Value makes the sale. It’s the one thing that remains the same whether you’re selling vintage postcards or million-dollar homes.
Value Makes the Sale
You’re probably thinking, Wait a minute, that’s pretty obvious! And for the most part, you’re right. But value has been looked at in a two-dimensional light for too long, reduced simply to the idea that a product’s features should be highlighted. While highlighting your product or service’s features is a key part of the sales pitch, there is a lot more at work under the surface. You must spend considerable time evaluating prospects. Are they looking for a product or service like yours? If they’re not, even the best sales pitch won’t necessarily convince them that they need what you’re offering.
So, the first step in providing value is to qualify your leads. There must be a reasonable expectation that the prospect will see value in what you’re selling. In a similar way, you must see value in them as sales prospects who are likely to buy.
Create Value by Qualifying Leads
Even before you make the pitch, you need to ask yourself if the prospect is someone to whom you should make your pitch. That’s because if the prospect doesn’t see value in what you’re selling, he/she will probably pass on giving you their business.
Once you’ve engaged a prospect who exhibits value, the role of “value producer” switches, and it’s time for you to win them over.
Provide Value through Attentiveness
You can do this not by demonstrating the value of your product, but by expressing how much you value them as a potential buyer. Your attentiveness will demonstrate your ability to understand your prospects’ needs. Moreover, discovery questions that are tailored to the client will show that you care about improving their life, not just selling them a product.
Only when someone feels valued will they truly begin to see the value of what you have to offer them. It’s at this point where your product or service takes center stage. By taking the time to evaluate how valuable a prospective client is to you and your organization, you can make smarter choices about the prospects to whom you make your pitch.
By understanding the importance of value, you can master the most important part of closing the sale.