Eight Ways to Sell Value - Not Price!

Price is just a number. Value is much more than that.

Both are powerful tools in the sales game and can be used together to create an irresistible offer. But don't sell price alone; it could come back to bite you. Selling value, on the other hand, will build trust with prospects and lead them to your offer.

Price is tangible. It can be seen, measured and used as a reference. Value is intangible. It can't be measured, it's not tangible and it's often hard to use as a reference point. Why would prospects care about value? Because it creates trust between the two of you, and that trust drives sales. That's why I always tell my clients to conduct "pre-selling" for their value presentations -- make sure your prospects know you're going to present value before you start selling price.

But people don't sell price alone; they sell value too! They show how your offer fits into their world and how they can benefit from the relationship they create with the deal that makes the most sense for them.

So there you have it -- the reason you have to sell both price and value. You can't sell one without the other.

As a rule, when selling a tangible product or service, it's important to move quickly from value to price -- before your prospects forget about the value! Conversely, when selling an intangible product or service, you want to make sure you present value early on so your prospect will remember it and trust it.

If you're selling a tangible product or service and you wait to go to price, your prospects could lose sight of the value of your offer and leave. If you're selling an intangible product or service, you'll want to make sure that before they ask what the price is, they remember how much value they will get out of your solution.

So when are you going to present price? When it's appropriate! Why? Because both price and value are important factors in any successful sale!

You'll want to know if they want a lot of value at a lower price, or less value at a higher price. You'll want to know what their budgets are and what price points they're willing to consider. You'll want to know if they have a "must-have" feature that will compel them to accept your offer without any negotiation. And, of course, you'll want to know this before you start selling value so that you can use it in your sales presentation!

Price is important and it creates urgency in the selling process -- if you've got a deal that's going to expire because a competitor has made an aggressive bid, price is going to be your friend.

Let's face it -- sometimes there's just not much room for discussion on price and your prospects will either accept or reject your offer at the price you've presented. This can be good, bad or indifferent -- but either way, price is going to be part of the equation.

But despite all of the talk about product pricing and the importance of it in selling, you'll find that your prospects aren't going to buy just because they want a deal at a price they can afford. If that were the case, your job would be over before it had a chance to begin! Prospects will only stay with you if there's value in their buying decision too.

You can't sell one without the other.

So let's get back to our original topic. You need to know how much value you're offering and when you'll present it so you can use it as part of your sales presentation and not just throw your prospects off by overloading them with too much value at once.

After all, price is the reason why we have sales -- value is the reason why buyers buy!

Be sure to bookmark this article for future reference. With the information in this short article, you'll be able to use both price and value in your own presentations and increase the effectiveness of your sales pitches.

About the Author:

In my 22 years of experience in sales, I've seen many things work and many that didn't. But this is what has always worked best for me -- keep it simple! That's why I like to focus on price and value as you build your presentations to create an irresistible offer for your prospects.

If you're serious about winning more business, let me show you how you can use this simple yet powerful approach to make even a $10,000 one-on-one presentation into a multimillion dollar sales call! Contact me now at {email protected} or call us toll-free at (800) 615-6747.

Buy my book, "Your Six Figure Sales Pro!"

From the desk of Ken Kurson, author of The Ultimate Sales System, THE BOSS'S TIPS and Your Six Figure Sales Pro!

See the Video: How to Use Price and Value for More Effective Presentations (4:12)

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This article was written by Ken Kurson. You can read more of Ken's articles on his website, Kurson Communications.

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Conclusion

Before you present your price and why, understand that both price and value are important factors in any successful sale. You have to be sure there's a lot of value on your end before you can present price and that there's a lot of price in the offer before you can move on to the value.

If price doesn't come from the intangible and it comes from the tangible, it's just a hard sell! But if it does -- well, both buyer and seller will benefit! (Or not!)

You now have all the information you need to make sure that your price is just enough for your prospects to give them something good to think about and remember as they go into business with you.