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Price or Value? Two Roads Diverge in a Yellow Wood
by Jack Carroll
In business-to-business selling, it is always important to build and sell value and not allow yourself to compete with the rest of the pack on "low price." Salespeople and sales managers who build value for their customers and sell their product packages with that value "added in" commonly make six figure incomes for their efforts and have a much greater sense of self-fulfillment.
Playing the low price selling game can be painful and frustrating for the following reasons:
I don't know about you, but I believe customers should be partners, not adversaries who are trying to squeeze every penny of profit out of my side of the transaction. When I run into one who doesn't want me to make any money on the deal, I shake hands, give them the name of my worst competitor, and wish them well.
In sales, learning how you want to do business and who you want to do business with are the most important lessons of all.
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|Sales Tip and Practice|
|Look at your account base and evaluate them on the basis of price buyers
or value buyers. What can you do to upgrade them based on value? Start with the one you
think will be most receptive to a value-based solution and work your plan with them. Ask
them how you can best contribute value to them with your products. The good ones will tell
you. The bad ones will move on giving you more time to work with better customers. So much
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