The best saleswomen know the value of what they’re selling. Do you?
Knowing the value of your product is important. All BS aside, if you don’t know its value, you can’t sell your product well. Instead, you’ll be forced to sell on price – and that sucks, because once you sell on price, you run the risk of your customers focusing strictly on price. Once people are fixed on price, they stop seeing the value of your product – and its effectiveness diminishes.
Selling on value requires an aromatic elixir of personal confidence, attention to detail and charisma. Here’s how you can master the art of understanding the value of what you’re selling in a price-sensitive, low-cost world.
1. Learn the Brand Story – and Start Telling It
Customers are emotional creatures. Tell ‘em a great (and true) story and they’ll become fully engaged with the product and see it in a new light.
If you are selling for another company, read the history of the business. If you can, interview the owners and marketing department. They’ll be able to provide rich information about your brand and product history, and listening to their delivery will allow you to see the selling points that enhance the value of your offer. (You’ll also see new ways to magnetize your audience during sales conversations.)
If you started your own company then tell your story. Include the juicy details and don’t be afraid to talk about the a time where you were vulnerable, poor or misguided. Often times the more honest and thorough you are in your story telling, the more people will be able to connect with you on a personal level and feel more comfortable in doing business with you.
Sure, storytelling seems like something you don’t need to do. You might also find it intimidating. However, if these guys can sell the trash out of garbage cans in Soho and the Lower East Side for $60 a frickin’ cube, you can spin shit into sugar and design a story that makes people value what you’re selling and pay for it as well.
2. Stop Trying to Sell Your Product to Everyone – Narrow Your Niche
Have you made the mistake of pushing your product as something that’s made for the ubiquitous “everybody”? If so my friend, it’s time to stop.
Positioning your product as “something for everyone” dilutes its value. You may not realize this, but you have potential customers who are willing to pay large sums of money for something they feel is specifically designed for them.
Here’s a challenge:
For the next 30 days, nail down your target customer to one specific personality you want to attract and sell to. Figure out who really needs this product and will buy it immediately. That’s who you want to focus on. Design an avatar around her. Dig into her psychographics and ask yourself: Who is my ideal client? What does she do? How does she look? Where does she shop? What are her hopes and dreams? Customize your pitch to deliver the features of your product and the benefits they provide that help her meet her goals and aspirations on a surface level, as well as on a deeper, more emotional level.
3. Drink Your Own Kool-Aid & Join the Cult
You know, the best saleswoman isn’t just the top supplier, but a customer also. She knows the value of her products because she’s using them – and can speak to the awesomeness it sprinkles in her life. Are you doing the same with your products/services? You can’t expect to effectively sell the value if you’re not sippin’ the Kool-Aid and believing your own hype.
And you can’t just use your own experience – you’ve got to pair it with the reviews and experiences that others have with it too. Whether the feedback is positive or negative, knowing the reactions expressed by customers gives you an opportunity to communicate realistically. Customers respect a product that isn’t perfect, and love a salesperson who can express the positive points of their product and build up its value while acknowledging and addressing any concerns or drawbacks.
Dig into your products/services, experience their energy, and join the discussions your customers are having about it. Take all feedback gracefully, because even the most negative comments can have a positive nugget of priceless information that will help you sell the value (or even improve it in updated versions).