By Jeff Beals
If you want to sell more widgets, stop selling widgets.
If you want to sell more real estate, insurance or financial planning services, stop selling real estate, insurance and financial planning services.
If you represent Tupperware, Avon or Pampered Chef, stop selling those things too.
The world’s most successful salespersons don’t sell products and services. They sell VALUE. In other words, instead of selling insurance, you’re selling security, protection and peace of mind. Instead of selling Pampered Chef products, you are selling prestige, coolness and an easier way to prepare gourmet food.
Now, before all you “non-salespersons” stop reading this article, consider this: Regardless of what you do for a living, you are in sales. Everyone sells. Here’s why: 1. If you work for a company, you have a moral obligation to promote that company whenever you have the chance. After all, your job might depend on it. 2. You’re always selling yourself – possibly for a new job, a promotion, a better assignment within an existing job or for perks/benefits. 3. If you have an idea that will make your employer more successful, you may have to sell that idea to the ultimate decision maker. 4. If you are involved in a civic or philanthropic organization, you may have to sell the organization’s mission in order to raise funds and attract volunteers.
Suffice it to say, you are indeed working in sales. Everyone is in sales. That’s why it’s so essential to understand the importance of “value” in your work.
You don’t want to be paid for the job, hour, gig, order, product, showing, presentation, contract, deal, project etc. You want to be paid for the value you bring to the client. And if you do a truly effective job of establishing value, you then can receive regular income from that client on an on-going basis. You must be seen as an investment, not an expense.
How do you go about convincing a client that you provide great value?
Delivery – Consistently deliver outstanding results. With so much competition in the world, clients have the right to assume that all providers are competent. Make sure you are more than competent in your operations.
Interpersonal Communication – You will have a hard time determining what the client values if you don’t communicate thoroughly and listen carefully.
Relationships and Trust – Do what it takes to build a strong bond with your clients.
Once you establish trust, you pave the way for value, which is determined by the client an only the client – not you or me.
Only once you have started to build a trusting a relationship with clients and have figured out what they value (or care about) is it time to start talking about what you can do for them. Too many business leaders and sales representatives start spouting off the features and benefits of their products before it’s time.
Focus on the client. Determine what is most important to him or her. Remember that the client defines value, not you.
Ultimately, you are not in the product- or service-selling business. You’re in the results-selling business. The right results, along with a trusting relationship are what your clients truly value.
Jeff Beals is a professional speaker and award-winning author, who helps companies increase their profits and associations achieve their missions through effective sales and personal branding techniques.
Here’s Why Should You Choose Jeff Beals as Your Next Speaker:
“Jeff is sure to deliver an engaging and motivating speech! He cleverly ties together his stories and makes the speech end with a punch. Being the closing speaker is tough, but he stepped-up to the challenge and hit a home-run. Due to the high ratings and overwhelming response to re-watch his speech, we are planning on using his video during our NextGen watch party.” – Megan Dotson, Senior Client Success Consultant & Event Director, GovLoop.com, Washington, DC
“Your workshop was a huge experience for our attendees by giving them the opportunity to improve their work in the critical environment in which we are living today. Your talent as a speaker and your qualities as a person made the difference during your time with us. I would certainly recommend you to anyone who asks.” – Ana Paula Costa, Educational Planner, Febracorp, Sao Paulo, Brazil
“Our corporate partnership team had great takeaways regarding how to network smarter while also understanding the importance of our personal brand to current and prospective partners. Jeff does a great job weaving in real-world examples and how you can apply his teachings to growing your business and
building long-term partnerships.” – Jason Booker, Senior Director of Corporate Sponsorships, The Kansas City Royals Major League Baseball Team
“If you are considering hiring Jeff, I will only say this: do it now. His ability to connect with an audience and explain the importance of telling the story is nothing short of extraordinary. The true litmus of any great speaker is authenticity. And when authenticity is coupled with an incredibly high amount of energy, humor, and engagement – you get Jeff. I would highly recommend him to anyone who needs a speaker attendees will talk about for a long time to come.” – Alison Cody, Executive Director, Manufacturers’ Agents Association for the Foodservice Industry, Atlanta, GA
“I’m in Phoenix and had breakfast earlier this morning with our semi-retired sales representative who is doing some continued work for us down here. He attended your sales meeting last week and told me that in 43 years of selling, you were the best he had heard. Thanks for a great experience.” – Drew Vogel, President & CEO, Diamond Vogel Paints, Orange City, IA