There’s been some great discussion and debate about selling on price vs. value.
You can see the Q&A from Linkedin here.
It’s interesting that my repositioning on Price was perceived as selling “cheap”, and that selling “value” was important than ever. One of the main take-aways here is that there are industry and product/service specific factors. Blanket statements cannot solve these issues, but can generate some ideas and discussion that can result in solid strategies.
While I would never suggest that value is no longer important – consider the following:
A rep for a professional sports organization selling luxury box suites can stand on the “value” of these seats on a vareity of customer loyalty and engagement perspectives. But the client has it’s marketing budget cut in half – and right now, “valuable” seats will simply not get approval. An empty stadium of “value” will not drive revenue for the sports team and they will lose any concession or related merchandise sales as well.
A rep attempting to sell “value” through a total solution approach may miss the opportunity to grow future business from a potential client because they were unable/unwilling to fulfill the simple need quickly. Not filling the simple need now may cost even larger in the long run when times get better and the client’s growth plans come along.
Value isn’t going away, but price seemed to be a dirty word in sales for some time. Let’s embrace it, and recognize that it is a strategy that we can employ and layer value on over time. Right now, we need to keep moving, keep talking, keep rolling.