Value Selling: Tried This Approach, Remodelers?

Remodelers: Sure, homeowners can look up many of your costs these days -- appliances and fixtures, for instance -- but that doesn't mean they understand or appreciate the real value you offer. Or your real costs, for that matter. What about your company's vehicles, office space, staff training, licenses?

That's where you might want to do some value selling. Here's what Sandler Sales trainer Chip Doyle has to say:

 "My girlfriend took me to Hawaii recently so I was happy to offer to pay for some island tours for the two of us. Instead of letting me forget about work, she adeptly noticed that every tour brochure highlighted the value of the craft that each tour used. $1 million boats for fishing and snorkeling, $1.5 million dollar airplane for island sightseeing, etc. And of course for mere hundreds of dollars you could participate in a tour on each of these expensive vehicles. Their mention of these tour vehicle values was not by accident. They were exploiting a concept known as establishing context, validated by Cialdini in his book Influence. Several other authors have also documented this sales technique.

"Value selling is the concept of pricing products or services not based on their cost but on their value to the buyer. Understanding the context of the value to the buyer allows the buyer to justify the purchase and the salesperson to change how they quote and charge prices...."

Read the rest of Chip's post here. 

Read Chip's advice on remodeling sales specifically, from these past d5R articles:

• Learning to Prospect, Saving the Company
• Strengthening Conversion Rates
• Selling Isn't Debate: an Engineer's Confessions
• The Fourth of July and the Three-Foot Rule

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