Value selling is about getting prospects to look past the price tags and see what products and services are truly worth to them as individuals. Instead of focusing on the product, and what it costs, they need to look at what it does, and how they can use it. Once customers can envision themselves directly benefitting from a product, the price becomes related to the usefulness of the product, instead of just the value of the materials that it’s made from. Value selling bridges the gap between what something is worth on the shelf, and what it’s worth in the hands of the consumer. After a prospect realizes that the value of a product isn’t what they put into it, but what they get out of it, it’s much easier to close the sale. Here are three lessons about customer value selling that should help you get started.
Narrow Your Focus
You may have a great product that will appeal to any market. However, not all markets will be able to get the same usefulness out of your product. You need to narrow your prospects to those who will most benefit from buying your product. Value selling is about showing customers that they will benefit from making a purchase. If you stick to those who will benefit the most, value selling becomes much easier. As an added bonus, customers who see a higher value in something are also willing to pay more to get that value. Focusing on your ideal buyer personas will increase your conversions, and your margins.