Weak sales focus on price. Strong sales emphasize value.

Weak sales use gimmicks. Strong sales rely on facts.

Weak sales depend on promotions. Strong sales are timeless.

You're probably starting to get the picture. Every time you, your marketing team, or your sales force turns to weak sales tactics, you are putting the longevity, the reputation, and the bottom line of your company at risk. It goes something like this:

You develop a product. You work hard to perfect it. You introduce it to the market.

If, when you sell it, you tell your prospect about how it works, what it can do for her, and how it will change life as she knows it, you present its uniqueness, you convey its usefulness, and you reinforce its worth. If, on the other hand, you choose to communicate on price, you do the opposite. When you discount, you devalue. You may make a quick sale, but the revenues you bring in are reduced from what they should have been, which means that while you may post growing sales, you are also posting shrunken margins. Now your product, once precious and priceless, is just another contender that can be undercut and undersold by any competitor who is willing to take a few pennies less than you.

If, when you sell it, you build a strong foundation for your product by educating your prospect on how the product is designed, produced, and quality tested, you maintain not only the value of the product you are selling but also that of your company. If, on the other hand, you bundle it, make it buy one get one free, or otherwise cheapen it, in hopes of selling more fast, you destroy your brand integrity--and with it your long term staying power. Now your brand, which once had such promise is a mere commodity. Divorced from its story, from its distinctiveness, it is one of many, rather than a leader in its field.

If, when you sell it, you insist on your product's differences, on its relevance, on its timeliness, you create cachet and cultivate desire. You drive demand by making your product spectacular, irresistible, and undisputable. If, on the other hand, you do an introductory offer, allow for rebates, or engage in make-a-deal type negotiations, you are telling the market that you don't believe in your product, that it is not special, that it can be bargained for because its merit is undefined. Now your company, once so full of promise, is repositioned as a mere reseller instead of a trailblazer.

Strong sales rely on the caliber of your products, on your staff's ability to communicate clearly and with integrity, and ultimately, the belief that your product or service is worth purchasing. Every time your company calls on a prospect, the sales strategy you choose speaks volumes to your customer about how confident you are in your product.

Published on: Sep 29, 2017
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