"An expert is a man who has made all the mistakes that can be made in a very narrow field."

~ Physicist Niels Bohr, quoted in the Harvard Business Review ~

What you and your customers should know to achieve a great sale with help from the 19th century.

An interesting aspect of sales is VALUE and whether both you and your potential client understands the same points of value.

Do you understand the value of your offer? Is it a valuable offer for example? Does the customer see the same value as you communicate? Do you struggle with your value statements where compared to the competition? Do you even know that perhaps others are “cheap” or “cheaper” or even “more expensive” for specific reasons“?

There is often a huge gap in company training on this subject. The end result can be a race to the bottom in the marketplace of selling your stuff! Discounting, shaving margins of service and reliability to a minimum is certainly a style of doing business. It’s pretty lowly when you should be standing tall.

Getting a real understanding of where your product or service fits in on the value scale of comparison with alternatives is so important. The desirability of your offer is really helped with your understanding of why people should pay a little more. The following quotation (written before 1900) exemplifies what you, the salesperson, and your customers, the buyers, need to know. 

In getting this understanding you will go a long way in dispelling the “too expensive “ rejection statements. You need to be able to justify the notion that is expounded in this quote. If you can, then Bingo! I promise you this following paragraph is the perfect business sales strategy as set out by John Ruskin (1819-1900):

“ It is unwise to pay too much, but it’s worse to pay too little. When you pay too much, you lose a little money - that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot - it can’t be done. If you deal with the lowest bidder, it is as well to add something for the risk you run, and if you do that you will have enough to pay for something better.”


If you know implicitly what advantages your company and your particular offer to potential customers are then an understanding of the above really helps you. Part of the sale is getting your customers to understand the same thing! We have mainly all bought cheap stuff at some time or other and later regretted it. Not every time on small items maybe but often on more substantial investments.

Stating your case quietly and efficiently is the key. Let clients know what risks they are not taking by dealing with yourselves rather than what they are taking elsewhere. 

Build the value of your offer. This process is helped by inviting a little (a lot) of doubt in the buyer's mind on the “cheap” option they may tell you they are considering.

Think long and hard on value statements.
Being local would be one.
Being a family business would also be one. (Many people like hearing this, they really do. They associate family values with this statement.)

Free delivery is no longer a value statement. For a start everyone knows there is no such thing. There is cost involved in delivering so that cost comes from the price they pay. As I say, nobody is much persuaded by “free delivery”.

You should sit down as a team and work out your values and any hidden reasons people should trust and do business with you. Any guarantees should be exploited as a value.

logo   Website by Mountain Lion Design | Content © 2018 Simon Kenna Telesales Training UK
W: | T: 020 8720 6567 | E: simon@simonkenna.co.uk | A: 36, Iffley Road, Hammersmith, London W6 OPA | Site Map

logo   Simon Kenna Telesales Training Reviews
Read my client reviews on Google…
Services rating: 5 out of 5 based on 23 ratings