Selling is the art of persuasion. Selling requires that you believe in what you say and do to be truly effective. Can you sell without believing in the products or services? The answer is yes, but it’s a lie and your ability to sell successfully for a prolonged period of time is reduced. Selling is communicating the way you feel about the product to the prospect. How are you going to sell something you don’t believe in? How can you be convincing? How persuasive will you be if you don’t believe in what you are selling?

The main reason salespeople get hung up on the price question is their inability to see the difference in their offerings from the competition’s. It requires the ability to see the perceived value added by the organization they represent. How is this understanding developed? It should be part of the sales training of all salespeople, new and old. It is amazing how many people who have been selling for a long time do not have this understanding.

When we look at many of the items we sell that others in the market also sell, we feel we have to match price in order to sell our products. The real difference is what we offer as wholesalers or contractors that separates us from one another. I call it our “brand name difference” or our “value added services.” Without a complete understanding of the worth of this difference to customers, we run the risk of selling the same brand products at the lowest market price. This means that if they try to match the price, most of the companies in the market are going to have a hard time staying in business or making a profit.

Old problems, old solutions

The first impulse of most owners is to find a way to buy better or at least find some way to make their price match the market price. The only answer to this age-old problem is to learn to sell your company as part of the package you offer to your customers. This part of the selling process has been lost during the last 20 years. As a result, the profit in our industry has continued to diminish without an understanding of the reasons way. Bottom line control of companies is a contributing factor, but sales management not believing in the abilities of trained salespeople to sell at a profit has been equally responsible.

If you have ever heard the expression, “I believe in selling and the people selling our products, but you’ve got to have the right price,” you understand. Give me a break!

The first thing you should understand about the art of persuasion is you must be honest and convincing, otherwise the only way you’ll make the sale is by having the lowest price. If you don’t have the lowest price, how do you answer when the customer says: “I’m using something that I know and like very much,” or “It costs more than what I am currently using,” “I’m not interested in anything new right now” or “Maybe I’ll try it later”?

To be a great salesperson, you have to believe in what you are doing and saying. Then, express yourself with enthusiasm.