WHAT DOES “VALUE” MEAN?
AND, WHO DECIDES?
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
It’s said that beauty is in the eye of the beholder. What about as it pertains to sales? Who determines value? The Buyer or the Seller?
Nothing initiates a more heated discussion in SLH Training sessions than this question. Folks stake positions and use all their powers of persuasion to move their counterparts. Traditional sales processes talk about a product’s “benefits” and the myriad reasons how a Buyer will gain from its purchase. I find this concept troubling.
I always use a self-effacing example to prove this point. While Training, and with other scalp-expanded volunteers, I describe a product (we already know what the mystery item is) that was reduced in price from $19.99 to $1.99 and ask how many folks are interested in the product. Everyone raises their hands – except for a few cynics. It gets better, though. The normal one (1) month warranty has been extended to “forever.” Gasps abound as the interest level soars. However, my volunteers and I remain unmoved, not willing to partake of this terrific offer. What’s the product? A comb, of course!
As a product “sits” – in a display case, on a lot or in a warehouse – how can it have value? Not only doesn’t it have value, it actually sucks the profitability from the company. The fact that it’s “in inventory” means that it has yet to find a “home” – at this point, no one wants it. Guess who makes that decision.
So, let’s not kid ourselves – the Buyer, and the Buyer only, decides whether a product has value or not.
What do you think?
Good Selling to you!
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