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Example Session

Session 63: Customers care about ValueSession 63 | Month 8 | Selling at your Higher Price

The goal

To look at quality and price together

Price is important of course, but there are other things that are driving the customer to buy from you that are far more important than price. Quality is always more important than price. If in quality you include whether the product works or not this must be the most important issue. It doesn't matter how cheap it is if it doesn't work then it is a waste of money. The only thing customers care about is what they are getting for their money and we call this "Value".

To do list

Down load the blank Circle of Satisfaction in the Resource Centre and complete it using your Customers' Needs.
Go and speak to a customer who only talks about price. See if you can uncover the real reasons why he would want to buy.

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For Sales Managers

Your team will very often tell you that price is the only thing the customer cares about. You may even have come across customers who, you believe, think that way, however it is just not true. It is very important that your team understand this principle. The circle of satisfaction that we work with in this section is a good way to let your team see what the customer really cares about. Get your team to download the blank circle and see if they can fill it in for your company. In my experience you will probably have to draw in extra lines to fit all of your customers' needs.