Summary of Value-Added Selling, Fourth Edition

Value-Added Selling

For many buyers, value translates as “cheap.” Successful salespeople must get buyers to shift their thinking. Buyers need to understand that they gain value across the long term when they buy quality products or services. Value does not reside in purchase price. Instead, value is relatively simple. It’s what the seller “gives up” and what the buyer “gets in return.” Salespeople may be glad to know that research indicates that “only one-in-six shoppers is a true price shopper — someone who considers only price.” This means that 83% of shoppers are willing to consider a value-added pitch.

Your job as a salesperson is to convince this 83% of buyers that your offerings provide their best value and that your merchandise is the ideal solution to their problems. Salespeople must communicate value to buyers persuasively by using “Value-Added Selling,” a philosophy that rests on “equity, honesty” and “excellence.”

In value-added selling, you deliver maximum value to your customers and receive maximum value from them. Value-added selling is a win-win for customers...