Nov
5
Value-Added Selling by Tom Reilly – Captured
Filed Under Business Ideas, Resources, Principles, etc., Free Book Summary - Online
Reilly’s ideas have spurred a revolution in the selling industry. It’s a positive revolution for the consumer because he encourages selling on the customer’s perception of value, not the sellers. Previously, companies tried to get people to buy what they need to sell rather than sell what people need to buy. So, after that brief blip, here is my capture of the book:
Purpose:
How can I sale competitively without lowering prices, decreases margins and thereby increase the volume requirements?
Main Messages:
1. Stop focusing on price. Consumers don’t worry about price as much as salespeople do.
2. Focus on the cradle-to-grave mentality, rather than just on a transaction. It’s a lifetime relationship.
3. Join the customer on their journey through planning (when they need information), acquisition (when they need a smooth transaction and transition) and usage (when they need economy and productivity).
4. Realize that the overall cost of ownership is what really matters to customers. Focusing on low price is only about the transaction, leaving the customer with what they get.
5. Define your value-added in terms of (a) your product, (b) your company and (c) yourself. All of these bring together the experience for the customer.