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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