A few weeks ago, I introduced the idea that in addition to many "after the sale" strategies to ensure profitability, there is a helpful method that we tend to ignore – especially during economic slowdowns when everyone is penny-pinching. That method? Charging more!
In this series, I’m going to present five ideas to selling your way to profitability.
Idea #3: Make sure you highlight the cool things that your solution will give your customer, not just the ROI or things they need. About an hour ago I was eating lunch in a Delta Sky Club during a layover. While I was eating, I started adding up all the money I save throughout the year on meals and coffee that I consume at the Sky Club for free instead of buying them in the airport. The total surpasses my annual fee. So I’m making money by paying for my membership!
Then I thought deeper and realized that the most value I get from my membership has nothing to do with saving money on food and coffee. I love all the cool things I get from my membership …
Hanging outside in the SLC or JFK clubs. Being greeted and welcomed back at every club. Having a quiet haven at 5:15 am for those early mornings at the Orlando airport while millions kids and tourists go nuts at the gates. Being able to conduct Teams calls without background noise (credit to my AirPods Pro, too). And just having a nice place to relax while I’m away from home. Those things are cool and that’s why I pay for the club.
Much of what’s been taught in the last 30 years during the consultative sales evolution centers around returns on investment or total cost of ownership savings. Most are great strategies and should continue to be followed. However, don’t forget about the cool things - that's where the extra few points become worth it!
The cool thing about this advice is that the cool things don’t have to be cool. These parts of your solution can be simple benefits that add to your customers' day to day quality. Just be sure to include them in your presentation … and if you’re really good you’ll connect them back to their emotional pain points discussed in Idea #2.
Looking forward to seeing you next week for Idea #4 to being able to charge more and win!
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