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  1. Don Ogden
    June 3, 2011 @ 11:38 am

    Very interesting. It seems to me that price has become the driving force (at least in business to business sales). Don’t get me wrong, I have several relationship based customers. The balance of the customers are viewing building materials as a commodity.

    I appreciate you blog because I share it with my customers. I want them to see me as more than a truss salesman. How do I achieve that-? When I can pass along sales advice, technology advice, etc…

    • Darren
      June 3, 2011 @ 11:50 am

      Hi Don,

      Thanks for stopping by and commenting! I agree…price has been and always will be a driver for some. But take for example the simple act of financing. 5 years ago, home owners treated their homes like ATM’s and contractors thrived because the HO was flush with cash and ready to buy. Today, people are more guarded because money is tight and the bank (their home) has dried up. Simply by offering to arrange (or put them in contact) with a financing source could be used as a value add that helps you close deals. As you stack features and value adds onto the program, it becomes harder and harder for the HO to say no.

  2. Sam Bradley
    June 4, 2011 @ 8:59 am

    Darren,
    From an overall view, by the time you make your first face to face ‘sales call’ the customer is already on touchpoint number four or five, (they have seen your ad, talked to a friend, checked out your website, and made the initial phone call). Your ‘expertise’ has met their minimum threshold or they wouldn’t have called you.

    The sales call is where you show your ’empathy’ by understanding that the problem they bring you is NOT the real problem. It’s your job to figure out what that problem is by letting them talk at least 70% of the time. Once you determine the solution to their real problem, price becomes less of an issue, because you will be offering something different than all the other people are.

    • Darren
      June 4, 2011 @ 10:06 am

      Hey Sam,

      Yeah, I don’t disagree, but that list isn’t a sliding scale or process that people move through, it just shows that people buy for those reasons most of the time, and more often than not, independently of each of the other reasons.