Find out what the buyer values and then communicate how your product or service will deliver that value. Imagine you are selling cars in a land where it rains all the time. Every one of the cars you are selling has a sunroof because your marketing team determined it’s cool to have a sunroof. There isn’t a single buyer in this land that wants a sunroof. A buyer walks in the door, looking for a car that will handle well in the rain. However, you immediately show how the sunroof opens and closes. “It’s cool!” You’ve lost the buyer. He is out the door heading to the next auto dealership down the block, looking for a car that is safe to drive in the rain. Put aside what you and your marketing team have determined the buyer should value about your product and service. Go into meetings with prospects with a blank page and write down what they value!
Value is in the eyes of the buyer
January 14, 2016 by
