I often hear “You’re telling me to sell value when my customer only buy’s on price.” This seems to be a common response when working with Account Managers.
I usually think but rarely reply “If price is the only reason they buy, why do we need you calling on them when we could handle this account over the phone.”
As Sales and Account Managers it’s our job to provide a value to our customers that goes beyond price.
Let me re-phrase the statement above and see if you get a different look at the situation.
“My customer always buy’s from me when I have the best price.”
This is the same situation just from a little different angle. The customer is still buying on price but I think you can start to see opportunities.
Now are you ready to pull up your sleeves, get to work and put in the effort to make the sale knowing that if you get there on price you will get the order.
Let me give you a few suggestions to help you with this type of customer:
Before the sale
- Be very responsive to the initial request. Show the customer how interested you are in their business.
- Listen for the real needs of the customer. Try to find needs other than price.
- Look for an alternative product or service that may better serve the customer or may have a better price point.
- Look for ways to cut cost out of the product or services without sacrificing the customers’ expectations.
During the sale
- Be prepared for questions and negotiations.
- Always portray an image of quality, responsibility and confidence.
- Try to move discussions of price to benefits and advantages you and your company can provide.
- Most importantly try to exceed the customer’s expectations with the proposal or quote.
- If the competition sends the quote by email maybe you hand deliver it.
- If the others just send out the price you send out the price along with specifications sheets or other material that may be a benefit to the customer.
- If the competition gets their price out at 3:00 yours gets there by 2:45.
After the sale
- Once you have the order you have the opportunity to bring your value as Account Manager to the relationship.
- Make sure you are following up with the customer.
- Provide technical and industry updates frequently.
- Quickly and completely resolve any problems that arise.
- Always be looking for the opportunity to over-deliver. (As we discussed in last week’s article).
Price does not have to be the deciding factor. Customers really want top value for the price they are willing to pay. Creating value is not a mystery but it does take hard work, commitment and outstanding communication.
As an Account Manager your ability to provide value to your customers will be the difference of you being an average salesman or a top performer.
If you would like, please leave a comment below or email me at feedback@wewaonthenet.com.
Now let’s get out there and over-deliver!
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