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Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales by David Riklan, Erik Taylor

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Chapter 35. Escaping the Price-Driven Sale Selling to Clients at a Premium

John Golden

Huthwaite

How many sales efforts do you know of that don't claim to be about selling "value"? Yet, how many of these sellers actually know what their customers would define as value? Moreover, how many sellers can identify what kind of "value" their customers are willing to pay a premium to receive? If value is defined as something that causes a customer to reduce their price concerns, then effective sellers should be able to answer with a list of specifics. The unfortunate reality is that most will answer with guesses and platitudes.

Huthwaite's recent research has revealed a precise and compelling definition of the overused, yet elusive, concept of value. It is Huthwaite's position that when a seller employs the correct tactics, three enviable outcomes can be achieved:

  1. Price will become less important to the customer.

  2. In situations where the seller seeks an ongoing relationship with the buyer, the customer will erect barriers to the seller's competition and will redefine the nature of the buyer/seller relationship.

  3. The seller will identify areas of the expanding depth and breadth of opportunity available to them from each customer.

This is a critical topic for any company that finds itself increasingly trapped in a commoditized marketplace. It is only through real and individualized value creation that an organization can differentiate itself from the competition and break the barriers of commoditization. ...

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