Selling Value Versus Selling on Price

By Andrea Sittig-Rolf

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Set Yourself Up To Succeed

The key to success in building value in your products and services lies in asking the right questions in the beginning of the sales process, to gather the information that points to the decision-making criteria of your customers.

For example, if you sell insurance you might ask the following open-ended questions of your prospects and customers:

1. What prompted you to call for an insurance quote?
2. What company are you with now?
3. What type of policy are you looking for?
4. How much coverage do you have now and are you looking to change that?
5. Who else will you get a quote from before making your final decision?
6. What are some of the deciding factors when making your decision on insurance?

Asking open-ended questions allows your prospect to do the talking and tell you what his hot buttons are.

At the end of the sales process, when you've given the quote for the new policy, if your prospect tells you it's too expensive, you can say something like, "You know you mentioned in the beginning of our conversation that you once had a bad experience with the way a claim was handled. Tell me more about that."

When you've built the value of your company by sharing stories of positive experiences your current customers have had, price may no longer be an issue because you've shown that your company can take away the pain of a bad experience in dealing with claims in a positive manner.

© 2007 Andrea Sittig-Rolf
KKT-016-006211

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