Don’t sell price, sell value

After disappointing appointments with prospects, one after the other, I returned to the office with my head down. During my form six vacation, I joined a publishing company; publishing a business magazine with practical insights for entrepreneurs. The team morale was very high after 2 hours briefing by the CEO of the company. He was full of energy and inspired the sales team. I went out to visit prospects with lots of vigor!

Good morning sir. “Good morning young man,” Am called Hillary from Business Magazine. It is a subscription-based magazine, costs only Ugx100,000 for a year. You will receive a copy of the magazine monthly.

That’s too expensive. I don’t have that money on me now! For starters, I was not bothered by the prospect comments. I left his office and returned to reception. “I would like to speak to the Head of Product Development, I inquired from the light-skinned lady at the reception desk. “Go to the 3rd floor, move to your right in the corridor. That’s where he seats.” Replied the reception lady.

I walked on the staircases up to the 3rd level. I was now praying for a miracle to happen. I walked into the office. “Good afternoon Sir. Good afternoon young man” replied Byaruhanga. How may I be of help to you.” Asked Byaruhanga. “Am coming from Business Magazine, it’s a subscription-based magazine. It costs Ugx100,000 for an annual subscription. “Young man, I don’t have such an amount of money on me,” said the Head of Product Development. This was the same message from prospect to prospect. By 16:00hrs, I was extremely exhausted with no tangible results!

I took a taxi back to the office. I found my supervisor seated looking through the window. “You look tired,” said my supervisor. “I have tried my best, but no results,” I replied in a low tone. I have failed to pull off even a single subscription.

“What’s the feedback from prospects?” “I don’t have money,” I replied. “That’s a sign that you are selling price and not value. People buy benefits, not services or products.”

As a salesperson, focus on selling benefits. Transform your career and grow your sales.

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