Selling Today – It’s Not What You Know, It’s What You Can Prove


Victor Antonio, Sales Consultant, Sales Trainerby Victor Antonio, Sales Buy•ologist

The majority of books on the market today relating to sales are still using techniques and strategies that been around since the late 1940s and early 1950s.  The Internet has been a disruptive force in the relationship between client and seller.  There was a time when salespeople held the upper hand by being knowledge experts.

Today, the Internet has democratized not only product knowledge, but pricing knowledge as well.  Clients are less loyal and oftentimes will base their decision to buy on price and price alone.  Sellers are left with the only tool available to them in order to close a sale; the discount.

 Their consuming choices have exploded and they don’t need to buy your “widget” anymore.  Pamela Danzinger, Unity Marketing

Buyers know they have options in the market and will use that freedom to pressure salespeople to lower their price.  The seller, trained on selling feature and benefits, is all too aware that his product is viewed as a commodity.  And no matter how hard the seller tries to counter the downward pressure of price commoditization, he is unable to do so since the only tool he has to counter with are anecdotal tidbits (i.e., what other customers are saying) about the superiority of his product.

The seller tries to justify a higher price, but the seller isn’t convinced.  Even if the seller knows that he has the better product, he is unable to prove it.  If you’ve watched enough television shows on how the legal system works, you know that in a court of law, it’s not what you know, it’s what you can prove.  And most salespeople KNOW that they have a better product, but they couldn’t PROVE it beyond a reasonable doubt or beyond the opinions of customer testimonials.

So the questions to you is…how do you prove your value in order to counter the downward pressure of commoditization?

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