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If the focus of your sales efforts is on what you do or your products/services you will be commoditized - and that means life in quicksand. Here's how to get out.
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© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 [email protected] ̀
You Don’t Sell What You Think
You Sell
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 [email protected] ̀
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 [email protected] ̀
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 [email protected] ̀
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 [email protected] ̀
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 [email protected] ̀
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 [email protected] ̀
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 [email protected] ̀
Stop Selling What You Do Start Selling
The Result Your Customers Get When They Let You Do What
You Do