Selling: Winning With Communication
by Grant Cardone
"Samson killed a thousand men with the jaw bone of an ass, and that many sales are killed every day with the same weapon." – Anonymous
One simple response from you to your potential buyer is all it takes to lose a sale and waste an opportunity. And in this economy every opportunity has to count! Business has been so good for the past five years that many companies have fallen away from the daily commitment to sales effectiveness skills. A stammering sales person with poorly thought-out responses is too costly when the company is dependent upon every sale and opportunities are not as abundant. The company must set the stage for a different experience, setting themselves apart by how they communicate, and creating a positive experience whereby they differentiate by selling value not price. Value is quite subjective and much more important than price! When you spend too much time presenting price, you are unable to spend time building value. That is not to say you avoid price, but handle it and get back to building value!
Price is a myth and this can be substantiated through your own experiences as you watch a prospect tell you that your product is too much money and then go to your competitor and buy a more expensive product. What your prospect was saying was “too much” for that product and that experience. After the last ten years of marketing gimmicks designed to drive traffic, sales people and management have become price sellers rather than value sellers. The world has become unsuccessfully dependent on selling price and no longer knows how to communicate in order to sell value.
The effort to sell at the lowest price, combined with ineffective sales people, have put more companies out of business than any other factors. If your company elects to be the low-price provider, you had better be able to make up the differences with large volumes, which is highly suspect in this environment, or you will perish in short order! I can give you an almost endless list of companies that have failed using this strategy just in the past twelve months. Fully prepared, effective sales and management staff that can effectively communicate, and build value in your product, is even more critical during periods of contraction.
Grant Cardone, Author of "Sell to Survive". 800-368-5771 // gc@grantcardone.com
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