Pitch perfect: The balance between cost, value and solution-driven sales

Crafting the perfect sales pitch requires dealers to gain an in-depth understanding of their client’s motivations and values. But as costs rise, how do dealers find the balance between competitive pricing and pitching value? 

In this unpredictable financial climate, price is a key driver behind almost every buying decision. While this may not be unusual, with overhead costs and energy bills rising out of control, 2024 will bring challenges as resellers face fierce competition from big box sellers.

For business owners, price changes and increases are inevitable and often unavoidable. But for customers, a rise in cost is a good excuse to hunt out a cheaper supplier. After all, why would they pay more for the same product or service they can get elsewhere for less?

 

Cost and value – not cost versus value

When talking to customers, resellers should consider adopting a cost-and-value approach. Planning the perfect pitch requires a deep understanding of the customer, their needs and the key factors that influence decisions. Dealers need to show how a purchase will impact their business overall, and not just on the budget sheet – for example, reducing ongoing running costs by purchasing Energy Star labelled computer products that consume up to 70% less electricity.

Customers are becoming savvier and more risk-averse when spending, particularly on new products. There will always be companies prepared to sell at rock-bottom prices, but by adopting a more consultative sales approach, you showcase the unique selling points that give your service a higher level of worth to the customer and their business.

 

Building long-term trust

Part of value or consultative selling is establishing a relationship with the customer as a trusted advisor – someone who wants to help them meet their objectives as opposed to just selling a product. Customers want to see that your services and products are evolving with their needs – and a good sales pitch considers long-term value as well as short-term solutions.

An example of solution versus value-driven sales can be taken from the reactions to covid lockdowns. Many businesses suddenly required teleconferencing equipment – and dealers were able to provide this quickly to offer customers an efficient short-term solution. Yet reports show that the average business loses 38 hours of working time per year due to unreliable connectivity – revealing an opportunity for additional sales to enhance the customer’s online experience and mitigate the risk of lost productivity time – creating a value-driven approach.

Customers are well aware of the old saying – ‘buy cheap, pay twice’ – but in reality, it can be hard to resist the temptation to simply look for the cheapest deal. By carefully crafting their sales talk to incorporate value, find solutions and anticipate customer drivers, dealers can ensure their offering stands out in the crowd.