The more things change, the more they stay the same

“The Psychology of the Sale” by Marshall Lager (CRM Magazine, May 2009).  No matter how you cut it, we are all in sales. Whether it’s getting someone to buy our product or service, or getting the kids to buy into the idea of cleaning up after themselves, it’s sales.  A sale is establishing a relationship and getting someone else to embrace your ideas.  This is a handy article end to end but this paragraph was worth pulling:

More than mere honesty and comprehensive product knowledge, it’s important to express what your product or service is really worth to the customer, Champy says—what it means to their lives and livelihoods. “Pricing is not it,” he says. “The value proposition is what brings them back.” Knowing why your offer is better—and especially why it’s different—is something every salesperson must communicate. “Zipcar is a highly compelling and attractive business because its value is shared ownership, not car rental,” Champy says. “It changes the frame of reference.”

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