Value added selling is critical in normal selling environments. Ordinarily the added value we promote results in long term ROI (Return On Investment) for our customers. That’s a good thing.

The Current Reality
However, right now, we’re selling in a recession and our prospects and customers are looking for an immediate return on their dollars (i.e., net cost savings). Am I saying we should throw out value added selling and just start discounting? No. I am saying, however, that the added value we bring to our customers needs to be primarily focused on a here-and-now return on their costs.

An Analogy
It’s analogous to a drowning man. Imagine telling him that swimming lessons would help him become a more efficient swimmer. His primary concern, at the moment, is drowning. He’s not too worried about entering the Olympics.

Most companies have done such a good job of training their sales professionals about selling value instead of price that their sales force can’t turn down the volume a little on selling long-term benefits. We have to remember that the majority of our customers are living in the economic moment.

Rx
Now is not the time for complicated, detailed and abstract presentations showing our customers how a certain added value will save them money over the next ten years. We have to demonstrate to our customers what our company can do for them in the short-term. I’m not saying we need to discount; we need to show how our products and services will result in an immediate return on their investment.

Should we completely stop selling long-term value? Of course not. There are companies that have the financial ability to take a futuristic view of current investments. Additionally, there are selling situations that call for us to not only sell short-term value but also long-term value as part of the package.

We have to consciously acknowledge, at least for now, that most of our customers have shifted their view from long-term investment to short-term return. We must adjust our selling approach accordingly.

Further reading:

• Four Levels of Want vs. Need in Sales

To receive this sales tips blog by email click here to receive by RSS click here. ©2009 Scott R. Sheaffer

Related posts:

1. Rise Above Commodity Style Selling
2. A Great Selling Tip when Selling Commodities
3. Selling In A Recession, The New Authenticity
4. Something Scary Is Hiding Inside This Recession
5. What The Coast Guard Can Teach Us About Recession Selling Versus Boom Time Selling

Tags: customers, negotiation, pricing

We'd like to hear your feedback on this post - feel free to comment below!