People Skills  One World One Way Many Paths



4 Secrets for Selling Value Instead of Price



Tessa Stowe




Do you find that your prospects are focused on the price of your products and services and often pressure you to give them discounts?

You've told your prospects in so much detail about all the great value they will receive but they just don't seem to get it. You know that if only they could see the value in your products and services then price would not be such an issue.


Present with Passion    Emotional Marketing  >>  Success Story    Selling by Serving



Here are four secrets, if learned and applied, will guarantee that your prospects will see the value in your products and services so that price is no longer the issue. These four secrets are commonsense and obvious once you know them but in selling what is commonsense and obvious is rarely applied.





Secret #1

Forget about selling
and trying to get your prospect to buy your products and services


The common trap, that you don't want to fall into, is to start selling your products and services from the very first conversation with your prospect. Instead, you want to forget about selling and trying to get your prospect to buy your products and services. Just have a conversation and ask the right questions so you can understand their problem and determine, if in fact, you can help them to solve their problems. I call this initial phase the 'Discover Phase' and it is where you should be spending the majority of your time in the sales process.


Customer Needs    What Makes People Buy    Sell Benefits    How To Market Radical Innovations






Secret #2

Have your prospect tell you the value (instead of you tell them)


If you tell your prospect about the value you offer, they may or may not see this as relevant, of interest or of value. However if you ask the right questions so your prospect tells you the value of solving their problem , they will then see this value as relevant, of interest and of value. The big difference is that they have told you (and themselves) the value as opposed to you telling them.


Empathetic Marketing    Selling by Coaching    Selling by Listening  >>  Selling (and Silence)





Secret #3

Have valuable conversations


The conversations you want to have with your prospect should include so much value that they actually thank you for speaking with them and, in fact, look forward to having more conversations with you. How do you have such conversations? It's easy really. You see probably no one has asked your prospect powerful questions which help them get clarity around their problem and what it is costing them. This sort of clarity and information is of great value to your prospect. They will see that you have a valuable skill and they will want to have future conversations with you to continue gaining clarity in other areas. They will see having conversations and having a relationship with you as valuable.






Secret #4

Add your value to their value


Once your prospect has told you the value they will receive from solving their problem, they will be receptive to listening to how you can add even more value. Not only will they be receptive to listening to how you can add more value but they will also be appreciative of the additional value you can add. This is because, at this stage, they will have effectively sold themselves on taking action to solve the problem and the more value they can see that they will receive; the easier it is for them to justify buying your products and services

  Contextual Value Proposition

In summary, as a consequence of not selling while you ask the right questions, your prospect will see both the value in solving their problem plus they will see the value in having a relationship with you. You are then in a position to help them justify a buying decision by adding more value to what they have told themselves. This all leads to a decision based on value and not on price.



Tessa Stowe teaches small business owners and recovering salespeople simple steps to turn conversations into clients without being sales-y or pushy. Her free monthly Sales Conversation newsletter is full of tips on how to sell your services by just being yourself. Sign up at

Winning Customers (Ten3 Mini-course)




Advice by Great Marketing and Selling Masters  


Vadim Kotelnikov quotes

Don't sell products, help your customers succeed and thrive.

icon logo Vadim Kotelnikov  Vadim Kotelnikov

Konosuke Matsushita advices

Donít sell customers goods that they are attracted to;

sell them goods that will benefit them.  >>>

Konosuke Matsushita


Seth Godin advice

The future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk >>>





Irresistible Sales Communicator    Sell Twin Benefits    How To Persuade People to Buy from You