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This fast-paced seminar examines how customers think about pricing and value. It is crucial that a salesperson consider a customer’s thinking because it is in a customer’s mind that a buying decision is made or lost. It’s a customer’s thinking that a salesperson must influence if a sale is to be made. And a customer is not thinking about value. Basically, a customer is thinking about two things: “What do I have to pay and what do I get for my money.” It’s that simple. A customer is thinking, “Is it worth the price?”
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Price Is Not the IssuePrice Is Not the IssueBuilding Value
Four Fundamental
Principles
Building ValueBuilding Value
Principle OnePrinciple One
Customer’s Mentally Weigh Two Things
How much do I have to pay?
What do I get for my money?
Principle TwoPrinciple Two
Salesperson can’t change the price of the home but salesperson can change the value of the home
Price versus ValuePrice versus Value
Maybe a Sale
Price versus ValuePrice versus Value
Value
Price
No Sale
Price versus ValuePrice versus Value
Value
Price
Sale
Principle ThreePrinciple Three
Features justify a priceBenefits justify a
purchase
Principle FourPrinciple Four
Salespeople make two fatal
selling assumptions
Customer is aware of benefits
Customer is thinking about benefits
Building Value Process
Step OneStep One
Discover what is important, listen for buying motivation
Family, Investment, Convenience and
Prestige
Step TwoStep Two
State a Feature
Step ThreeStep Three
Build a Bridge
Step FourStep Four
State a Benefit
Step FiveStep Five
Link to buying motivation
Family, Investment, Convenience and
Prestige
Step SixStep Six
Gain agreement
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