This fast-paced seminar examines how customers think about pricing and value. It is crucial that a salesperson consider a customer’s thinking because it is in a customer’s mind that a buying decision is made or lost. It’s a customer’s thinking that a salesperson must influence if a sale is to be made. And a customer is not thinking about value. Basically, a customer is thinking about two things: “What do I have to pay and what do I get for my money.” It’s that simple. A customer is thinking, “Is it worth the price?”

1. Price Is Not the Issue Building Value

2. Building Value Four Fundamental Principles

3. Principle One Customer’s Mentally Weigh Two Things

4. How much do I have to pay?

5. What do I get for my money?

6. Principle Two Salesperson can’t change the price of the home but salesperson can change the value of the home

7. Price versus Value Maybe a Sale

8. Price versus Value Value Price No Sale

9. Price versus Value Value Price Sale

10. Principle Three Features justify a price Benefits justify a purchase

11. Principle Four Salespeople make two fatal selling assumptions

12. Customer is aware of benefits

13. Customer is thinking about benefits

14. Building Value Process

15. Step One Discover what is important, listen for buying motivation Family, Investment, Convenience and Prestige

16. Step Two State a Feature

17. Step Three Build a Bridge

18. Step Four State a Benefit

19. Step Five Link to buying motivation Family, Investment, Convenience and Prestige

20. Step Six Gain agreement