It’s really difficult being in sales when quality and price are in a constant fight in this market! We work with a high profile quality brand. Customers don’t understand the value of our products, how they’re made, or what makes them special. How can I sell quality to price buyers?

Some people purchase clothes that are not worth 20% of their original price, yet they feel delighted and smart for having got them at 50% off. Others would rather pay for one item instead of two of the same at a discount because paying for one means less money out of their pocket today. Of course, there are always those who would say, “If you have this car in black and silver, I’ll take them both right now.” People are just different. It could be that you were chasing price-buyers instead of those who are loyal to quality brands. It will take you a lot more effort to persuade the first type simply because they have to go against their DNA, which is something uncomfortable for most people.

Having said that, if you’re in a small market, chances are you can’t afford to only target those who would appreciate the brand’s story. If a customer doesn’t understand or is not aware of the value of your brand, it’s not his/her fault. It’s yours. You are the one with information. Use it well. Tell good, engaging, aspiring and honest stories about what makes your brand stand tall among the rest. As simple as it may sound, it requires great skill to be authentic in sales, a quality rarely discussed these days. You might need to ask the gorgeous person in the mirror about whether or not you believe in the brand you’re trying to sell. If your heart is not into it, hunt for something you’re passionate about. You’ll feel effortlessly natural and more satisfied, which means more success for you, for the brand and for the customer…and that’s just my two cents.read what others have read

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Our sales target is a nightmare. We keep dropping the price but it seems we’re still far from reaching our goals. Any tips?

How does the offer ‘Pay nothing and get two’ sound like? Keep dropping your prices and that’s what you most likely will end up offering to your customers. Using discount to close deals may be due to one of three problems or a combination of them:

1. Your pricing strategy is too high compared to your direct competitors.
2. You are desperate to get your commission or to avoid corporate pressure.
3. You and your customers are not talking ‘value’. So, if it’s a pricing strategy, keep your price just above competition but don’t go too high. Use the difference as a reason to explain why your product is better. This approach will change the conversation to point number three, ‘value’, which is where you always want to be.

However, if desperation is the reason, push your price by 5-10% higher to give yourself a chance to negotiate without losing sweat.

If you are responsible for setting the targets, remember that sales targets are quite useless and in fact damaging to the business. Sales targets force the team to focus on the overall quota without paying much attention to profitability. Year after year, the business will pay the price thanks to shrinking profits and increasing expenses. A more useful approach is Profit Targets. When the sales team thinks profit, dropping the price will hurt their commissions and bonuses. They will think twice before giving away their own money…and that’s just my two cents.read what others have read

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