Selling Value

Make sure prospects understand your product's benefits.

The majority of price objections are buying tactics and shouldbe dealt with accordingly. One that's generally not a ploy,though, is when prospects say that the value of your proposal isless than its price. If that's truly their perception, you needto take a completely different tack.

Now is the time to make sure you're telling prospects aboutthe benefits of your idea, not the features of your product.Benefits have value; features have price tags.

This is also the time to repeat your benefits and get prospectagreement on each one. It's likely that prospects forgot oroverlooked some of your idea's benefits during thepresentation.

You can also bring out any "minor" benefits that youhaven't covered yet. They may not be insignificant toprospects, so load them on if you need to. The only way to tilt theprice/value equation in your favor is to increase the perceivedvalue.

Excerpted from Creative Selling: Boost your B2B sales

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