You Dont Sell What You Think You Sell

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

You Don’t Sell What You Think

You Sell

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

The Price/Value Equation™

Left-Side Value

•  The Commodity Value o  5 Drivers

•  Distribution costs

•  Supply constraints •  Demand level

•  Quality

•  What someone else is willing to sell it for

Right-Side Value

•  The Intelligence/ Enterprise Value o  Unlimited Drivers

•  What matters & makes you different?

•  What’s the consequence of not buying from you?

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

Two Types of Buyers

Left-Side Buyer

•  Buys a commodity o  Product, service or

experience

•  The Focus: What’s It Cost?

Right-Side Buyer

•  Buys a result o  A driver of success for

them.

•  The Focus: What’s It Worth?

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

The Implication

•  The result of the economic drought is a movement to the extreme. More and more: o  Your customer is either a left-side buyer or a right-

side buyer

•  You are in one of two conversations: o  The “What’s It Cost?” Conversation, or

o  The “What’s It Worth?” Conversation

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

Two Focuses

What’s It Cost

•  About The Commodity

•  High Price Pressure

•  The focus of the sale is on the product or service you provide.

What’s It Worth

•  About The Result

•  Moves Beyond Price

•  The focus of the sale is NOT on your product or service.

•  Instead, the sale is on your PROMISE, and HOW you create success.

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

So,

•  It’s not the product or service your customers “buy” from you.

•  It’s the promise you make, and the process you provide that they “buy.”

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

It’s the Promise, Not the Product/Service

•  So, ask yourself: What is the consequence of not buying from you?

•  Take your answer and start selling that.

© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com ̀

Stop Selling What You Do Start Selling

The Result Your Customers Get When They Let You Do What

You Do