Drug testing

Communicating Value

Abstract: People buy for their reasons, not yours. This article covers the key elements that prospects want to hear you talk about.

Always, but especially during lean times, effective sales professionals know the importance of communicating value.

Budgets ? if they ever were discretionary ? are tighter. Business customers are being asked to do more with less. Decisions are increasingly less on WHERE to spend the money and more on WHY we need to spend the money.

Value is the customer's perception of your worth, excellence, usefulness, or importance with respect to them or their business. Value addresses the customer's question, "What can this person or company do for me?"

Even spending time on the phone with you must return something of value to the customer. You must initially and continually earn the right to have the customer invest their time and money with you.

Position value by explicitly answering these questions throughout the sales cycle:

  • How much? (What can the customer expect to gain by doing business with you in terms of increased sales, lower costs, etc.?)

  • How soon? (When will the customer be able to receive the value? This is a critical question in today's economy.)

  • How sure? (Where is the proof that the customer will in fact attain the value stated? References and examples are critical.)

How would YOU answer these questions for each of your prospects or customers? If you don't have the answers, expect resistance. If you do have answers and your solution is directly linked to your customer's articulated needs, you will be successful even in these difficult times.

Successful reps tell their customers what the value to them is ? customers shouldn't have to work to figure it out themselves. If you don't explicitly quantify the value your customer can expect to receive, and your competition may be doing this work for your customer, who is going to win the business?

This information comes from Forming Business Relationships, a module in Entelechy's High Performance Sales training. Check out this module as well as our 40 other modules, training tools, and eGuides at http://www.unlockit.com.

About The Author

Terence R. Traut is the president of Entelechy, Inc., a company that helps organizations unlock the potential of their people through customized training programs in the areas of sales, management, customer service, and training. Check out our 40 customizable modules, training tools, and eGuides at www.unlockit.com. Terence can be reached at 603-424-1237 or ttraut@unlockit.com

limousine chicago service
In The News:

Provide Exceptional Value - Grow Your Business

The primary objective of a business is to get and... Read More

Leverage Customer Capital First

If you're still dreaming about raising outside capital for your... Read More

Got A Consumer Problem?

Millions of people, just like you, end up with a... Read More

If Everyone Thinks They Give Good Service, Why Do We As Customers Think Its Poor!

First of all let's look at what customer service is... Read More

Your Number One Asset

Customers put you in business, keep you in business, and... Read More

The Great American Customer Service Unawareness Campaign

Q: I'm so sick of you so-called business experts always... Read More

Invalid Excuses for Poor Business Results - The Weather

Note to Kmart: It wasn't about the weatherIn the 1970s... Read More

What Every Manager Should Know About How to Prevent Customer Service Conflicts

There are five techniques that have been proven to be... Read More

Ten Ways to Help You Improve Your Customer Service

1. Stay in contact with customers on a regular basis.... Read More

Making The Most Of Newsletters

Newsletters can be wonderful tools for communicating with your customers... Read More

Why Cant Microsoft Make Soft Packaging?

Why is it that Microsoft wants you to buy its... Read More

Can Three Words In Websters Dictionary Be The Key To Customer Loyalty?

Are you concerned about customer loyalty? Are your customers so... Read More

How To Build a Profitable Business

It's never too soon to start saying thanks to your... Read More

Dealing with People - Words to Avoid

You probably realise how the wrong tone of voice and... Read More

Listening: The Foundation of Communication

Listening is the #1 communication skill for leadership, selling, customer... Read More

Customer Service Is Dying - and Im Not Feeling So Good Myself

Have you ever called a company and been greeted with... Read More

The Number 1 Rule for Businesses - Be Professional

Have you ever walked into a store and things looked... Read More

Dealing with Disgruntled Customers

No matter how hard you try, in business you simply... Read More

You MUST Sweat the Small Stuff

It's The Little Things That Make or Break a Small... Read More

I Wont Tell My Lawyer but I Will Tell You

A general counsel of a large international consulting firm told... Read More

Listen to Suggestions

If you are up to your ears in a stressful... Read More

Difficult Customers - Theres No Such Thing

A couple of years ago I had a call from... Read More

The Drawback of Hacking Off a Blogger Through Weak Process Gaps and Pathetic Customer Service

With all of the recent data theft in the financial... Read More

Does Your Customer Talk Back To You?

What is your customer saying about you? Do you really... Read More

What Every Employee Should Know About Putting Positive Phrases Into Customer Service

If you were a customer on the telephone with a... Read More

led street light specifications street lighting columns Pete's produce ..