“… the problem is more often the sellers inability to convey the value they offer to the buyer. They don’t really understand the customer’s problem and why their product is a unique solution to it. People don’t want to buy an inferior solution, they just don’t want to pay extra for a solution that doesn’t look much different from the cheaper version”.Let’s put that another way:
- Do you understand the customer’s need? (That needn’t necessarily be what the customer originally said it was).
- Does the customer agree with your perception of that need?
- Does your proposition offer superior value for the customer’s need?
- Can you clearly explain your superior value proposition?
- Does your customer accept that proposition?
- You need to improve your prospecting, qualification and selling process.
- The customer needs to improve their need definition/buying process.
- Your market offer needs to be improved in some way so that it does represent superior value.
- Your basis of superiority is irrelevant to this customer.
- You’re in the wrong business.
First published 3 August 2009