building value
DESCRIPTION
This fast-paced seminar examines how customers think about pricing and value. It is crucial that a salesperson consider a customer’s thinking because it is in a customer’s mind that a buying decision is made or lost. It’s a customer’s thinking that a salesperson must influence if a sale is to be made. And a customer is not thinking about value. Basically, a customer is thinking about two things: “What do I have to pay and what do I get for my money.” It’s that simple. A customer is thinking, “Is it worth the price?”TRANSCRIPT
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Price Is Not the IssuePrice Is Not the IssueBuilding Value
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Four Fundamental
Principles
Building ValueBuilding Value
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Principle OnePrinciple One
Customer’s Mentally Weigh Two Things
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How much do I have to pay?
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What do I get for my money?
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Principle TwoPrinciple Two
Salesperson can’t change the price of the home but salesperson can change the value of the home
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Price versus ValuePrice versus Value
Maybe a Sale
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Price versus ValuePrice versus Value
Value
Price
No Sale
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Price versus ValuePrice versus Value
Value
Price
Sale
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Principle ThreePrinciple Three
Features justify a priceBenefits justify a
purchase
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Principle FourPrinciple Four
Salespeople make two fatal
selling assumptions
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Customer is aware of benefits
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Customer is thinking about benefits
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Building Value Process
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Step OneStep One
Discover what is important, listen for buying motivation
Family, Investment, Convenience and
Prestige
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Step TwoStep Two
State a Feature
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Step ThreeStep Three
Build a Bridge
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Step FourStep Four
State a Benefit
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Step FiveStep Five
Link to buying motivation
Family, Investment, Convenience and
Prestige
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Step SixStep Six
Gain agreement
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