There are a couple of ads running on the radio in Toronto, which resonate with me as a sales person.
The first of for a regional convenience store chain, their current ad tries to emphasize the “convenience” factor, (makes sense); everything you need, in reach and fast. Which is fine till you get to the close of the ad when the announcer says something to the effect of: “We have everything you are running short on, including time.” Wow, I can pick up some time along with my milk and lottery tickets, what a country.
As luck would have it I was across the street from one of their outlets when I heard the ad, I was having a busy day, running behind; so I thought “hey, I should go in and pick up a couple of hours to help me out”, and if the price was right – I can get a carton and really get ahead. Well much to my disappointment they did not have any time, not in a box, not in a bottle, no they weren’t sold out, they never had any to begin with, imagine that.
But I guess it does reinforce the importance of time, and while that is not new, nor is the misuse of it by many. With that said, wouldn’t it be great if you could get some extra time? Well in fact as a sales professional you can. Beyond the obvious, i.e. not wasting it during the day, there is the planning element. Those that plan and actively manage their calendar, allocating time to key activities and then managing the activities in the time allotted tend to get more out of their time. Most sales people only put sales meetings or internal meetings in their diary. Those that seem to get more time out of the day, put all their activities with specific durations into their diary, and then stick to those allocations, not allowing themselves to be distracted or side tracked. You wouldn’t blow off a client meeting, and you should approach all things in your calendar that way. You may not be able to buy time, but you can invest it wisely for greater returns.
The other ad is a real estate agent who I think does a good job capturing and highlighting a sales dichotomy. He end his ad with the following (and I paraphrase): “if you are a buyer, I will get you a house at the lowest price; if you are a seller, I will get you the most value for your home.” Nice!
Let’s see, for buyers it’s just a house, lets commoditize it, just bang that price down. For the seller, it’s “a home” (I bet he has a log on the fire), but he manages to keep things vague buy eluding to value. Of course he may have a challenge if today’s buyer remembers the ad when he sells in a few years. Bet he can’t do any of it if they are both in the room at the same time. Which is the challenge most sales people have, we are regularly confronted with the reality of having to balance both at the same time. The prospect wants value, but at a price; and while we try to drive value, we are constantly reminded of price. Not impossible to balance and over come, but many are rattled by the price side, and are challenged to define value.
There are a number of ways to deal with the price vs. Value challenge, but at times sellers become memorized by the price challenge, and fixate on that rather than balancing it with specific value attributes. This is why you have to give our friendly real estate agent points, he confronts the issue head on and creates a balance. He also demonstrates the need to speak the language of the audience: price for buyers, value for sellers. So rather than focusing on price, which is what your buyer wants to do, translate that to value in a way that they can understand.
Don’t forget, a great webinar this afternoon, still one or two spaces available so register now.
What’s in Your Pipeline?