Easy to say, but how easy is it to do? Well, there are certainly many examples in the world of retail. Do staff in a sweet shop have to try to sell sweets or are they just order-takers? And what about a supermarket? Here the effort is first of all in getting people into the store, then once they are there presenting them with appealing and compelling propositions. Not forgetting of course, working hard to make their whole shopping experience pleasurable by adding superb customer service.
What then are the equivalents in a business to business, service scenario? Getting people into the store would be replaced by lead generation and appointment making for new customers, and by keeping in touch with existing ones. It is in the equivalent 'appealing and compelling' where steps can be taken to get the customers asking to buy, and 'appealing and compelling' generally comes down to enabling the customer to derive the value they seek.
“Appealing and compelling generally comes down to enabling the
customer to derive the value they seek”
But your price will affect 'appealing and compelling' too. A price which offers customers a huge return on investment when compared to their perceived value will be hard to resist. If a customer shows signs of buying on price alone, removing value allows consideration of a lower price, a much better strategy than just unilaterally lowering the price.
Another issue that can be dealt with by adopting a strategy that encourages customers to ask to buy is payment collection. You can effectively remove payment resistance by agreeing prices and payment terms before work ever starts, and then make paying as easy as possible!
If you agree with these thoughts and would like to find out more about structuring your business in a better way, selling properly, how to make sales without selling and get paid what you're worth,, visit www.sws3.co.uk to download 30 more free practical ideas you can implement straight away in your business.
Service providers who charge for their time or their materials, or whose prices are influenced by their competitors can find out how to get paid what they're really worth at www.sws3.co.uk
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