01.29.13
Windshield Wipers & Value
Here in southern California, windshield wipers don’t wear out from being used, the rubber blades rot from the heat of the sun (those of you from the north and the east don’t throw stones). That was my problem when I turned on the wipers today during a light rain- rotten wipers falling apart so off I went to the nearest auto parts store. I generally buy the least expensive since they only last a few months and rot. However, the auto parts salesperson took a few minutes and showed that if I paid a few dollars more (actually more than a few) it would reduce the tendency of the wiper to fall apart. He showed me the value.
Every day it seems the lowest price is constantly held over our head in an effort by the customer to get the best deal. In many cases, the salesperson folds in an attempt to save the deal with no real effort being made to sell the value. Following are a few questions to help with evaluating your sales organization.
Does the salesperson know the difference between their product and competition?
Can they demonstrate or explain the why of the higher price gives much more value in the long run?
Has the salesperson asked the right questions to determine if the customer is comparing equal products?
Whether it is forty dollar windshield wipers or several thousand dollars worth of flooring, the principles of value and information are the same.
I wish you all of the best as you pursue a successful 2013.
Regards,
Brian
