You Dont Sell What You Think You Sell

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If the focus of your sales efforts is on what you do or your products/services you will be commoditized - and that means life in quicksand. Here's how to get out.

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You Dont Sell What You Think You Sell

  1. 1. You Don’t Sell What You Think You Sell © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  2. 2. The Price/Value Equation™ Left-Side Value Right-Side Value •  The Commodity Value •  The Intelligence/ o  5 Drivers Enterprise Value •  Distribution costs o  Unlimited Drivers •  Supply constraints •  What matters & makes •  Demand level you different? •  Quality •  What’s the •  What someone else is consequence of not willing to sell it for buying from you? © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  3. 3. Two Types of Buyers Left-Side Buyer Right-Side Buyer •  Buys a commodity •  Buys a result o  Product, service or o  A driver of success for experience them. •  The Focus: •  The Focus: What’s It Cost? What’s It Worth? © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  4. 4. The Implication •  The result of the economic drought is a movement to the extreme. More and more: o  Your customer is either a left-side buyer or a right- side buyer •  You are in one of two conversations: o  The “What’s It Cost?” Conversation, or o  The “What’s It Worth?” Conversation © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  5. 5. Two Focuses What’s It Cost What’s It Worth •  About The Commodity •  About The Result •  High Price Pressure •  Moves Beyond Price •  The focus of the sale is •  The focus of the sale is on the product or NOT on your product service you provide. or service. •  Instead, the sale is on your PROMISE, and HOW you create success. © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  6. 6. So, •  It’s not the product or service your customers “buy” from you. •  It’s the promise you make, and the process you provide that they “buy.” © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  7. 7. It’s the Promise, Not the Product/Service •  So, ask yourself: What is the consequence of not buying from you? •  Take your answer and start selling that. © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`
  8. 8. Stop Selling What You Do Start Selling The Result Your Customers Get When They Let You Do What You Do © 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

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