SKILL
Using Value Propositions to Make Your Sales SELLING POWER EDITORS
It’s been said that beauty is in the eye of the beholder. To a large degree, the same is true of value. What a salesperson considers valuable may be perceived by the customer as worthless. It’s all a matter of perception on the part of the customer – and perception is reality.
Jim Cathcart, sales consultant and CEO of the Cathcart Institute, Inc., believes that, when it comes to value, customers rule.
“Only the customer is in a posi- 8 | JULY 2019 SELLING POWER
tion to determine what is of value and what isn’t – and they rule,” says Cathcart. “The dilemma for most pro- viders is that they assume they know what is valuable and they oftentimes
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are not on the same page as the prospect or customer.”
DIFFERENT FORMS OF VALUE Cathcart relates a story of an acquain- tance of his who was in the oil busi- ness and trying to negotiate a drilling lease with an uncooperative “dirt poor” landowner.
“He ran into a landowner who lived in a tumbledown shack, who drove a beat-up pickup truck, and who wasn’t about to sign over the drilling rights,” recounts Cathcart. “He offered the owner a ton of money and the owner refused to sign the deal. Finally, he sealed the deal when he discovered
VIKTORIA KURPAS /
SHUTTERSTOCK.COM
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