Lee Salz is a Featured Columnist for The Business Journals.
One of the toughest sales challenges is dealing with the dreaded price issue. Yet, price is a discussion point in just about every buying experience. Buyers seek to make an acquisition for the cheapest price possible. While many argue that the right sales strategy is to position ” value” or argue ” best,” that explanation is tough for salespeople to swallow.
What salespeople really desire to understand is what is unique, why it is unique, to whom it is unique, and under what circumstances those unique aspects should matter to a prospective buyer.
With that understanding, they are able to explain what buyers get for the additional dollars invested. The good news is that buyers seek answers to the same questions as salespeople when trying to justify spending a penny more for something that appears, on the surface, to be the same as something else.