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