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Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition
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Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition

by Tom Reilly, Paul Reilly
July 2018
Intermediate to advanced content levelIntermediate to advanced
336 pages
8h 58m
English
McGraw-Hill
Content preview from Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition

CHAPTER 10

Customer-izing

Your third Value-Added Selling strategy answers this question: “Do I understand my customer’s needs, wants, and fears?”

A fundamental principle of Value-Added Selling is that buyers, not sellers, define value. It follows that if you define value in customer terms, customers pay for it with a higher selling price. If you define value in your (seller) terms, you pay for it with a bigger discount.

Some sales executives encourage their salespeople to create a need for what they sell versus understanding the buyer’s need and then creating a solution. More U.S. sales training dollars are spent on teaching product knowledge than selling skills. Salespeople interpret this training phenomenon as a benchmark for how they should ...

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Publisher Resources

ISBN: 9781260134742