Value-Added Selling

Value-added selling is not a process; it’s a philosophy.

When you, as a salesperson, have the ability to turn customer satisfaction into lasting customer enthusiasm, you will distinguish yourself from all the others and close more sales. When you sell value as opposed to product and price, your customer will see the value in choosing you in return.

Building upon the basic sales techniques found in the CARS Inside and Outside Sales Courses for the Parts Professional, this program is designed to help industry salespeople present value-centred solutions for the global consumer, as opposed to price-centred ones.

To say that the Internet has changed the world of sales would be an understatement. The information highway has now become an integral component in the way we communicate with one another, both personally and professionally. Globalization, virtual integration, and the recent industrial economic downturn are just a few of the contributing factors to the paradigm shift in sales.

By and large, customers are moving away from simple transaction purchases towards a mutually beneficial partnership with those companies/reps that will enhance their business. The key to value-added selling is to look beyond the need and to look at what your customer wants to change.

When you become a change-driven salesperson, as opposed to a product-and price-driven one, you assist your customers by achieving their business goals and in so doing, you ultimately reach your own goals as well. However, you must have access to the right people, the executive decision makers, and they have to trust you.

Trust comes through knowledge, great communication, an impeccable work ethic, and you have to think like your customer.

Truly understanding your customers means to comprehend and appreciate their needs, behaviours, and their environments. When you get what drives them or what motivates them towards a purchase, only then can you can determine what you should be selling to them.

The definition of value is not the same for every customer. How are you supposed to know what value triggers are lying dormant within your customer’s mind?

First, you have to find out who your customers are. Identify the customers you really want. Which ones are the most profitable? Select who you want to serve and become flawless at serving them.

The next step is to determine what’s in it for them to do business with you. Identify what your targeted customers deeply value. What are they really buying? Is it convenience, innovation, or your expertise? Match what your customer values most with what you do best.

Using a consultative approach to sales is nothing new. In fact, it first came onto the scene back in the 1980s as a way to combat the negative aspect of salespeople pushing onto a customer products that they didn’t need or want. Value-added or customer-centric selling occurs when a company focuses on creating a positive consumer experience at the point of sale and post-sale. A customer-centric approach can add value to a company by differentiating it from competitors who do not offer the same type of purchase and service experience.

How do you become a customer-centric salesperson? It starts with gathering consumer information.

Gather formal data through survey information, comment cards, or focus groups. Pay attention to all inbound communication by way of customer inquiries, product returns, and complaints. The experts suggest that casual customer contact such as informal meetings, follow-up calls, conventions, and golf games can give a comprehensive insight into what makes your customers tick.

You can also obtain a lot of information by observing what your customers do best. Go to your customer’s place of business and observe how your products and/or services are used. Are there any issues with your product? How do they run their business? What do they do best? What makes them successful? What might make them more successful?

When you get into a customer’s world, not only do you see your products’ strengths and weaknesses according to the customer’s application of them, you may also see an opportunity to introduce new and additional products that will be of use. Customer-centric selling means you don’t ask a customer what he needs. You know him so well that you are able to tell him what he needs.

Adapting to the value-added sales philosophy also includes keeping your appearance at a professional level at all times and handling appointments in a specific way. If you’ve been in sales for awhile, you may have fallen into the habit of dropping in unannounced to a customer’s place of business.

Although a friendly approach, it can be difficult to turn these friendly customer service calls into real orders when you’re not specifically prepared for what your customer may or may not need.

Here are a few pointers to keep in mind:

Call to confirm the appointment ahead of time to insure attendance–reschedule if necessary.

Take all necessary materials with you and have your paperwork in order.

Check your supply of order forms, product information sheets, price lists, and catalogues.

Most importantly, be on time.

Finally, go to the appointment with a clear goal or purpose in mind and a set of questions to help you get what you want out of the appointment: is it information you’re after? Is it an order? Is it a referral? Follow-up?

Value-added selling means you have the ability to craft a customer-centred agenda that will lead to positive change and ongoing success for your customer’s business. Any salesperson can offer a suggestion or a product to a customer. But to have the ability to shape your customers’ way of thinking means you centre your conversations on providing creative solutions to solve their business problems.

The outcome from participating in a customer-centric, value-added approach to sales will be a full partnership with the type of customer you want for the long haul. Your relationship will be built on a foundation where you will know what your customers need even before they do.

For more information on sales training, visit CARS OnDemand training at www.cars-council.caor contact CARS at 1-888-224-3834.