Brand Management: Three Ways To Highlight Value Instead of Price

Solomon Thimothy - November 14, 2008

On the front lines of brand management, marketing professionals interact regularly with potential customers who are seeking solutions to their problems in valuable and dependable products and services.  How we engage prospects in sales conversations is a powerful indicator of how our products will be received.  These three value-driven marketing techniques will help your prospective clients to see the value in your products and services instead of focusing on the price tag.

1.  Forget about selling and start with listening.

Too many marketers dominate the beginning of a sales conversation by leading with a strong sales pitch, enumerating the many wonderful qualities of their products, and guaranteeing that their merchandise will solve the problems of the potential customer.  Instead, enter into a conversation as a concerned listener.  Forget for a moment about getting the prospective customer to purchase your products.  Ask questions that will help you determine what the problem is and if, in fact, you can help.  This initial phase, discovering the needs of your client, is where you should be spending the majority of your time in sales conversations.

2.  Let your customer tell you the value of your products.

If you tell your customer about the value your products and services would add to their life, you take a big risk.  If your prospective customer does not see your reasons as relevant or valuable, you’ve most likely lost your sale.  On the other hand, if you ask the right questions in a sales conversation, you can encourage your customer to tell you how your product might solve their problem or add value to their life.  Your prospect is more likely to be persuaded by his own reasoning.

3.   Add value to your prospective customer’s situation.

Invest your time and energy in conversations that actually add value to your customer’s life.  After a good sales conversation, your customer should actually thank you for taking the time to speak with her and even look forward to speaking with you again in the future.   This is often accomplished when a marketing professional asks questions that help potential clients to articulate their problem, how the problem is affecting them, and what actions need to be taken to solve the problem.  This is valuable information to a customer.  Once your prospective customer understands the value they will gain from solving their problem, you have the opportunity to add additional value by introducing him to a solution to his problem with your products and services.

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