The price doesn't matter if the value is there

Talking on the phone with a very smart and driven friend of mine I heard from him the following statement: "The meeting went great! It was wonderful, not once was the price discussed and we'll start the business shortly". Don't you love this type of meeting? But, how can you lead your next sales call in that direction?

"The key is in the value of your offering, the more value you provide, the less the price matters."

Start by defining the components of your offering. Regardless on your resources, there are numerous ingredients in your offering. Some examples are: Brand, image, characteristics of the product, savings and benefits, personalized or customized service, lead time, packaging, credit terms, location and many others.

If you did your homework at this point you have approached your customer in a consultative way and asked the right questions. Therefore, you should be able to identify those ingredients of your offering with the highest value to your customer. If that is the case, you are ready to prepare your sales proposal. If not, go back and evaluate areas of greatest compatibility between the needs of your customer and your offerings. See my post on consultative sales.

Now that you know what your customer values most about of your offering, it's time to offer these components as solutions and not as part of the product.

Never give away these added value solutions. Keep in mind that there are things that your customer not only wants but needs, once you present those solutions matching the right needs the price will become secondary.

It is estimated that 60 to 70% of the customers will pay the asked price if the value is provided, the odds are in your favor. On the other hand, if your customer's only need is good pricing this might not be the right customer for you.