Nope. I haven't changed my philosophy. In fact, it is more important than ever that you sell on value - qualified and quantified value. So why would I offer this seemingly contrarian advice to this person?
The occasion was my 635th presentation to a group of company presidents who are associated with Vistage, the world's largest organization for CEOs. One of the CEOs brought along his young sales leader. At the end of my presentation, the young man began with, "I respectfully disagree," and then proceeded to tell me (and everyone else in the room) that most of what I had said was wrong.
After listening to his critique I told him, "You must sell on price." You see, during the introductions earlier in the day, he had told us he was married and had a young child. If he does not sell on price, he will not sell at all. His family will suffer. They could starve!
If you or any of your salespeople respectfully disagree about the value of selling on value, here are some steps for you to take.
UPDATE YOUR RESUME Your current job is doomed. Either your management (or your board) will tire of selling with little or no profit and replace you. Or your company will not survive the discounting. Either way, your job will be gone.
BE WILLING TO CUT YOUR PRICES EVEN MORE Whatever we use to close a sale will be used to take it away from us. Close a sale on price and someone will come along with an even lower price.
MAKE SURE YOU ARE COMPENSATED ON VOLUME If your compensation plan is based on revenue or, heaven forbid, profit, you will starve! Find someone who will pay you to move a lot of stuff.
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