When it comes to selling, many words and phrases are casually
tossed about. In fact, you've probably heard the phrase
"value-added selling" a million times. But do you realize
it means more than simply focusing on the value of your product or
service? It also refers to the value that you personally bring to
the sale.
If you don't consider adding value for your customers a high
priority, you can forget about competing successfully in
today's marketplace. Every time you turn around these days,
there's another product out on the market just like yours. But
where does your value lie? It lies within you-you are the final,
deciding factor that persuades a prospect to choose your product
over the competition's.
True Value
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For Georgette Ravell, vice president of sales and marketing at
O'Connor-Ravell Associates, a Madison, New Jersey, commercial
collection agency, adding value starts with going back to the
basics. "One of the most valuable assets we have is our
reputation for being ethical," she says. "The collection
business can be a dirty one. But 50 percent of our new accounts
come from referrals, because our current customers know they can
rely on us for honesty and candor as well as results."
It takes effort to build a good reputation, though. "The
small things add up," adds Ravell. "For instance, we
believe in personal communication. There's no voice mail in our
company [except when the offices are closed]. Questions and
concerns are answered immediately by a live person."
Suppose, though, that a potential client doesn't know you,
your company or your reputation. How are you going to add value in
that kind of situation?
Just imagine you're pitching your business to a new prospect
who's never heard of you. But the potential customer rejects
the sale by saying something like, "We can get your product at
a lower price," "We use another vendor" or "We
don't really need your product at this time."
If you think it's truly a no-sale, respond with something
like: "I appreciate the time you took to see me today. I agree
that right now, based on your needs and goals, we may not be the
best company for you." Leave it at that, and the customer will
appreciate your not wasting his or her time.
But when you truly believe there's still an opportunity to
provide value, here's what you can say: "If I were in your
position, I might also wonder about the benefits of doing business
with me. So here's what I'd like to do. Let me do some more
research on your company. I'll study your Web site and annual
report. Then, over the next few weeks and months, I'll think
about other ways to help you reach your goals. I'd like to show
you our commitment to earning your business. If I can't find
ways for my product or service to fit with your company, I
won't contact you again."
This approach lets your customer know that if you call, write or
e-mail him or her again, it will be because you can hook into his
or her goals and challenges. You may even decide to introduce that
customer to someone who can help his or her business-even if doing
so has no immediate benefit for you. Your payoff will come later,
when customers finally need your type of service. Because
you're consistent in adding value, they'll call you for the
business.
When you set high standards and sell this way, your customers
will see you in a whole new light. By adding value, you become one
of their companies' greatest assets-one that they won't
trade in easily for another vendor at a lower price.
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