Do we value our values?

Within our travel business, new Travel Consultants often get confused between ‘value’ and selling ‘cheap’.

I genuinely believe that if you believe in yourself and your product then ‘selling cheap’ should never be needed. I also believe that in order to demonstrate value to a prospect you must first work out what your own personal values are.

When you believe in your values, price is not as important as the WHY!

So here’s a thought for you.

What is the difference between ‘value’ and ‘values’ when you are selling?

Personally I would say they are often one and the same. What do I mean?

Well if you don’t have strong values, do you think your potential customers will value you and what you can do for them? Or put another way, if you don’t believe you offer much ‘value’ to your potential customers and you’re nothing more than a glorified comparison engine (or order taker), what will your prospects think of you and will they just purchase based on price? If they purchase based on price will they simply shop around until they find it cheaper?

Where as, if you believe your values are such that you would go out of your way to help a prospect, even if it didn’t make you money….would your customers think WOW…this person is better than good.

  • Have you thought about what your values are?
  • Could you write a list of your top 5 values?
  • Would you be comfortable telling a prospect what they are?

Demonstrating Value to the client

They’ve work hard so does the value of the holiday outweigh the value of the hours of work put in to pay of the holiday. If you simply focus on price the answer will be NO. What else does the customer value about the holiday and the experience you can offer?

Does the Prospect Value YOU

What do you bring to the table? Could they have done that themselves? At the end of the sales process does the customer feel great about your involvement, or do they feel cheated?

Example: You go to a fancy restaurant. You order some fancy food with a fancy name and a fancy price tag. The weighted serves up noting more than Walkers Crisps, a bit of chicken and some grated carrot. What do you think?

Does the Prospect know YOUR Values and what you stand for?

Start by thinking…do you know your values? Can your values be bought i.e. would you sacrifice your values for a fee? How does the prospect know your values?

Don’t assume they know what your values are without telling them. There is no harm in educating, but once you do, make sure what you say, do and demonstrate then supports your values.

For example:

If one of your values is ‘you are always there for your customers’, are you? Do they have your mobile? Can they ring you evenings and weekends?

My Summary of Value(s) based selling

Prospects only turn into customers when they buy from you. They will only buy from you if they know you, like you and trust you. To achieve these 3 things the prospect has to believe the value of what you are offering is worth more to them than the money that is burning a whole in their pocket.

The only way a prospect will believe in your value is if you 100% believe in yourself, your product and your business. Anything less than this and you are destined to fail.

Most importantly you HAVE to believe in yourself and what you stand for. First get clear on what that is.

My top tip….

Work out what are your top 5 values. Write them down and put them somewhere you can see them every day.

Want more ideas about Value(s)?

Check out the following useful websites:

Tony Robbins — Personal Values Tony Robbins firewalk

Brian Tracy — Value V’s Price

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