Are You a Value-Able Sales Rep

Marketing

Are You a Value-Able Sales Rep
by Anita Sirianni



When was the last time you purchased anything and money was no object? Why are we surprised or get defensive when customers ask for a lower price? Is the price of your product worth the quality and service you represent? Consider these ways to be a "value-able" representative and help customers see the real benefits in doing business with you and your company.

Realize price will always be an important factor---prepare for it!

We usually go to great effort to get the best deal on any purchase when we are shopping. Why, then, do we flounder when a customer threatens to buy from a competitor because of free goods or a better price? Remember, price is only one factor in a buying decision. Unless you provide emergency products or services, price will always be an important consideration for customers.

For more business, prepare for price objections.

Research the average selling price of competitive products or services. Calculate how your product or service compares in price. Make a list of the reasons your product is worth the difference in cost. Ask customers why they feel your product is worth your price. Carry this list on sales calls, review it, add to it and be better prepared to build value against price.

Value Building is an On-Going Process Never assume your customers will remember the worth of your products or service. Treat your customers as if they have "amnesia" and build value every chance you get. Constantly, look for ways to be of service and contribution to the interests and goals of your customers. Let your clients know you are equally interested in their success. Ask them how you can best serve them. Remember to point out any special value-building services when you provide them. Then, the next time a competitor brings up a lower price or a free offer, customers will know he's getting much more than a low price from you.

Be Someone Customers Want to Buy From

How do you rate your problem solving ability? How would your customer's rate you? How have you recently demonstrated your professional integrity? How does your image compare to other people calling on your customer's? What are you doing to look, act and be sharper and stronger that the average rep?

Find out why people buy from you.

Have you ever asked a customer, why they were doing business with you? Go ahead, come right out and ask them! The answers might surprise you. Another way to collect valuable customer information is to send them customer comment cards. Give them to your best and worst customers. This feedback will give you the benefits customers are buying and the best testimony's to sell with.

Provide Immediate Problem Resolution and Guarantee Satisfaction

Fear is a powerful motivator--for and against your product. If you are quick to resolve problems and help customers achieve their product expectations, you will build an unshakable reputation for new business and referrals.

Make it difficult for them to say "No"!

Provide an unconditional guarantee to try your product. How many Chrysler cars were sold on their 5 Year/50,000 mile warranty program? How many customers were earned with FEDEX's 10:30 AM delivery promise? These "safety nets" are especially effective in converting business from a tough competitor or introducing a new product.

Reduce customer risk.

Add to company service guarantees with ways you can be of customer value, locally. What service or support can you offer that will decrease the risk in buying your product or service? If your company provides a repair warranty, perhaps you can solve the problem immediately with a loaner or sample product. Don't make promises you can't keep. Failing to keep your commitments will harm your credibility and customer relationship more than anything else. In short, sales orders and customer loyalty are the vision you give customer's to see far beyond price.


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Anita Sirianni is a professional writer, speaker, and “sales coach” in high demand. She is the president of ANSIR International and can be reached at 800-471-2619. Her web-site is www.AnitaSirianni.com