Seven Hard Truths About Selling Value

By Rachel Cavallo

Everyone wants to sell their offerings for more, but sales teams are continually torn between the corporate message “we need to sell value; what we offer is worth more than what we're getting” versus the customer message “we can’t spend that” or "your competitor's price was better."

Here’s the reality. Value selling is hard. It’s very doable, and quite frankly, it's the right thing to do, unless you want to erode margins to the point of zero profitability. But to do it right, you’ve got to face seven hard truths head on.

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Creating a Customer for Life in Volatile Times

By Rachel Cavallo

What if TODAY, during this crazy pandemic, is the day that you create a customer for life?

If you’ve sold to small or mid-sized businesses, you’ve inevitably run into THAT customer who isn’t going to buy from you no matter how low you drop your price or how superior your offering is.  This customer is fully dedicated to one supplier because that company helped his business in a fundamental way – either by helping him get his start, or saving him from a fate that threatened his business.  He has relentless loyalty and implicit trust in this supplier.

What if TODAY is the day you create this kind of loyalty with customers? Not just “right now” loyalty, but enduring loyalty that your customers will talk about 5 or 10 years from now? The kind of loyalty that gets you out of the price game and into the value game?

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