People who do not really understand how selling works, will often feel the necessity to lay high pressure sales tactics to close a sale. Some people even feel quite helpless when a potential customer has a seemingly plausible argument why they can not buy.
Like money.
Get that out of your head immediately, and stop thinking like that! Good sales people know that money is never the issue.
The real issue of ANY sale is always- "have you offered your buyer enough value?"
You see, when a buyer says to you "I’m not buying", what they’re really saying is, "there’s NO WAY I’m going to give you SO MUCH money for so litle value!"
In the eyes of the buyer, there is no solid justification to part with so much money to receive so little value! And as far as the buyer is concerned, he or she, is absolutely right!
That’s where the job of a good salesperson comes in to play.
A good salesperson has purchased and uses their product regularly. They’ve made a list of all the "benefits" their customer will derive when they use their product too.
Then they talk mainly about these benefits to build value in their product. So that when they ask for money, in the eyes of the buyer there is so much value for so little money, that the buyer must say "yes".
I love watching the pitchmen at local flea markets. Some of these guys are so good at what they do, I stand in awe, as I watch art taking place right before my very eyes.
You know what I’m talking about.
"It slices, dices, makes julianne salads! But that’s not all! It also has 2 pateneted, platinum steel razor sharp, rotating blades that makes work in the kitchen a breeze! Why… a job that used to take the little lady of the house 45 minutes, now only takes her 3!
But that’s not all! Thanks to our new revolutionary technology, this marvel machine practically cleans itself! So no one in your house has to do the tedious work of "doing the dishes anymore!"
You’d probably expect to pay for such a convenient innovation $69.95! But it’s not going to cost you $69.95. It’s not even going to cost you $29.95! Not even $19.95. Or $14.95
This nifty little gadget, that will offer you and your family years of hassle free salad making, within minutes, will only cost you $9.95!
And if you’ll order right now, I’ll even include this amazing cuisine knife that will allow you to turn ordinary vegetables, in to a work of art! This special, professional, chef’s favorite, sells in major department stores for as much as $29.95 alone. But if you order here right now within the next 5 minutes it’s yours, absolutely FREE!
That’s almost $70 in real value for only $9.95.
Do you see what the power of adding value does to a sale? That item may only cost the manufacturer a dollar, or less, to manufacture. But the value that the buyer realizes, is what allows them to part with their money.
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I found this article to be very, very interesting.
I am a voice talent, and my product is my voice: I record commercials, website audio, telephone prompts, etc.
One problem that many voice talents have is that the perceived value of our product is low: “What, you want to charge me all that money for JUST TALKING??”
The other side of the coin is that voice over actually takes a lot of skill, time, and quality equipment to produce. So not only is the perceived value low, but the service provider’s expense is high!
My business has been growing steadily, thanks to studios and production houses that know the value of a good-quality voice over. However, I cannot help but think what would happen if I could improve your average Joe’s perception of voice over…
Your article has given me much to think about. Thank you.
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