Selling Measurable Value Is Habit Forming

Whatever sales techniques you employ become habit forming. The approaches you use out of habit in every sales opportunity become your overall mindset. If you mostly try to sell bid jobs, you tend to think that way. When you observe every opportunity through bid-tinted glasses, measurements of success will focus more on price differences than on value differences.

A great sale occurs when only one dollar separates your winning bid from the next lowest competitor's price. In bid lingo, you "left nothing on the table." You also received no compensation for providing a better table. In a bid-minded world, a Mercedes could be considered equivalent to a Yugo, and then judged only on price. So much for your opportunity to sell compensated value.

Nevertheless, one must wonder why companies with the fastest deliveries and lowest prices lose orders. Someone knows how to help customers select goals and measure value. Someone knows how to offer solutions whose value does not depend solely on lowest prices or fastest deliveries. Someone knows how to show customers that his or her solutions achieve their goals measurably better than do those of competitors. Someone knows that allocating selling time for maximum results requires thinking of Column 2 sales as the meat and potatoes with Column 1 sales as the gravy—not the other way around. Someone knows how to help customers fill out the measurable benefits of Column 2. The selling system outlined in this book will ensure that someone is you.