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It's human nature to want the best possible for the least amount of money. The successful sales person is not just over coming an objection to value but also an objection to spend full-stop. So how do we get people to spend their money and spend it on something that will cost them more because it adds value to their life. Well the answer always lies not in us but in the buyer. The truth is that everybody always comes to the sales table with some objective in mind. We need to identify this objective early on in the process so that we can determine how far we can take the sale. This is done by being upfront with questions about what the person is looking for. If someone comes into my showroom and I determine that they are not going to spend that day my objective is not to sell a product that day but to create a day and time when the sales process will happen. For example, someone tells me that they can't make a decision today because they need to discuss it with their partner. I would pull out a diary and try and get them to phone the partner and arrange a date. If you do anything else that day it is a waste of time.

Once you know that someone is ready to buy you can then test their idea of value by questioning. It is good practice to question about things not directly related to the thing you are selling. Find out about their life, what they do, what car did they drive to you in. Determine how they value other things and this will give you a benchmark to see how to describe the values of the product you sell. If, for example, someone is very environmentally driven then products that have a green value to them will be easier to sell than those that don't.

Learn more about this author, Graham Coath.
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