Selling is convincing another person that the value you have to offer is worth the value you are asking in return. That’s it. It’s no more complicated than that.
There is no such thing as a transaction. In the history of business no customer has ever bought a product or service so that a company could have another transaction. Every sale in every industry is a value- and values-based interaction. Every potential customer is asking two questions:
- What will I receive for my investment? (Value)
How will I be treated before, during and after the sale? (Values)
The heart of selling is figuring out the value the customer wants or needs and determining how that person wants or needs to be treated before, during and after the sale in order for him or her to consider this to be an outstanding interaction, one that is worthy of the investment he or she will be making.
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