How To Sell High Value To Client – Professional Selling Skills

Most poorly trained salespeople tend to lower the price when they receive price resistance. The price will always seem high to a prospect or customer if the perceived value is low. The key to effectively handling price resistance is to understand this simple yet pro- found concept.

People say they want low price, but what they really want is low cost. What is the difference?

Price is what customers pay for your product or service now. Cost is what they pay for it over time. For example, they buy an inexpensive piece of equipment to save money now, but it is in constant need of repair because it breaks down frequently. They may have saved money initially, but their cost over time will be much higher than if they had invested more in a better piece of equipment.

In most cases, we get what we pay for. Buy cheap and you get less value and/or higher cost. Buy expensive and you get higher value and/or lower cost over time.

What are you selling: high value or low price? Personally, I would rather sell a high-priced product or service than a low-priced one. It is much easier to justify high price if the value is there, than poor quality and constant product or service problems.

Remember, the key to success in selling is building strong relationships. Poor quality at a low price, even though customers save money initially, is not in their best long-term interests. How do you want to be remembered by your customers—for low quality, or for a good value at a fair price?

Turn It Around

Create high perceived value so price is not an issue.