One of the great areas that I work on with corporations all overthe world is called value selling, or the customer valueoffering.

Value selling says that customers buy your value or service becausethey anticipate enjoying a value that they would not have in theabsence of your product or service. People don't buy products, theybuy the results the product will give them.

I've trained more than 2 million salespeople in 75 countries andI teach them all the same thing: Sell the value and thebenefit of your product or service to your customer. Focus onexplaining and expressing how it works for the customer. If youfocus on the value, the price becomes less and less important. Ifyou don't focus on value, the only thing you can talk about isprice.

What is value selling?

Now, here's the research…

The research says that the value is the difference between theprice you charge and the benefits the customer perceives he willget. If the customer perceives he will get a lot of benefitfor the price they pay, then their perception of value is veryhigh. So you can control that.

Teach people how much they will benefit, how much your productor service will help them, and all of the things your product orservice can do to help them achieve their goals and solve theirproblems. The more you focus on these values, the less importantprice becomes.

How to sell value instead of price

Here are a few actionable items you need to do to ensure you'llget the sale.

1. Who will buy your product?

Ask yourself, “Who is the person who is most likely tobuy my product and buy it immediately?”

Then create a customer avatar based on this information. How oldare they? Are they male or female? Do they have children? How muchmoney do they make? What is their level of education?

2. Identify your customer's problem clearly.

Once, you've done this, you'll be able to move on to the nextstep which is identifying your ideal customer avatar's problemclearly.

What kind of problem does your customer have that you cansolve? If you have identified your customer correctly, thesepeople will pay you to solve their problem. Sometimes the problemsare obvious and clear. Sometimes the problems are not obvious orclear. Sometimes the problems do not exist for the customer.If the problem does not exist, the customer will not buy yourproduct.

3. Make a list of all your product benefits.

Finally, make a list of all of the benefits of your product orservice and the ways it will solve your customer'sproblems. The more benefits and solutions you can clearlyprovide to your customers, the less they will be able to deny yourproduct will solve their problem.

I'd like to leave you with a thought: “The more you focuson the value of your product or service, the less important pricebecomes.”

Related: Straight talk about sellinginsurance