Value in the Sales Call

Selling is just asking for the order.

What would it take to get you into this baby today?

Selling? For me, thats more like repelling.

Selling is getting the customer to say Yes.

Ill need to schedule the order today to make sure we have one of these for you. Would Tuesday or Thursday be better for you?

This feels like manipulation, doesnt it? Thanks, well be in touch.

Selling is getting the customer focused on features and benefits.

Why with Acme Brands new widget washer, your hands will look years younger in just days.

Oh, thats so Nineties. Next!

Time for a change

After twenty-six years in the same home, it was time to redo the kitchen.  Dark oak cabinets and red counter tops seemed like a good idea in 1973.  Also, we wanted to expand the current kitchen into the former dining room.  Some years ago, we moved our dining room to the other end of our long, rectangular living room.  We were ready for a kitchen thats open, inviting to guests, and friendly to the cook. 

We made only one firm decision before we began our kitchen makeover: we would have Corian brand countertops and backsplashes. Veterans of kitchen renovations had persuaded us this was a wise investment.

My husband, who built our home and finished our basement, was up to his part of the This old house assignment.  For two months, he was Norm, tearing out the old, roughing in the new.  We did need help with the design of the new kitchen, and we wanted new custom cabinets.  We would have to choose a vendor. One referral came via a family member, the other three via the highway. 

Choosing a Vendor

Our first stop was the Home Store, where we met with Helga.  As we were trying to share our kitchen vision, she insisted a design was impossible without precise appliance measurements.  Helga recommended Alberts appliance store, several towns over, to make our appliance selections, which we did that very day.  Later, we phoned the exact measurements to Helga.  Our return appointment was two weeks later.  When we arrived, Helga bade us take our seats and join her in front of her computer screen, where she pointed, clicked and dragged. It was soon apparent she was unprepared for our appointment.

By the time we connected with Helga, we had designs from three other firms.  When she saw we were unresponsive, she clicked and dragged more vigorously and enthusiastically.  When she asked why we seemed nonplussed by her efforts, we said we had a design we liked better.  She tried to pry the details out of our mouths.  We remained mute. She was the first designer we went to; she was the last ready. 

While we were leaving Alberts Appliance, we spotted The Kitchen Korner.  We enjoyed looking at their kitchen mockups as we compared counter top and cabinet combinations.  We spoke with Karl, and within the promised week, we returned to the Kitchen Korner to view Karls design.  His was the first design we had in hand.  He gave us a copy that we mooned over for days. 

Our third stop was Classy Cabinets, where we found a huge showroom, hot and cold running custom cabinets, counter tops, and a slide show.  We were helped by Clark, one of the stores principles. He and my husband immediately began reminiscing about Toms River, their mutual hometown.  I managed to move the proceedings along with a few well-placed kicks to my husbands shins. Carl got the hint as well and quickly switched to kitchen questions. One of these was,

How much do you plan to spend?

Havent fixed a budget. We told Carl.

You know, said Carl, it takes about four hours to come up with a design.  When we told our last customer her new kitchen would cost $15,000, she said, Oh, no.  We were only looking to spend about $4000! 

Confident he had made his point, Clark was shaking his head.  I stared at him.  First, it was too early in the probing sequence to ask that question.  We had not walked through the showroom and imagined any of these beautiful cabinets in our home.  We hadnt yet experienced the vision and the emotional experience of our new kitchen yet. Without the vision and the emotion, its difficult to make such a large investment palatable.  More practically, as potential customers, why should we be concerned with how long it takes him to do a design?

Carl then insisted he visit our home to take exact measurements.  We set the appointment, and as he snapped his measuring tape around my kitchen, I shook my head.  This exercise was premature.  For us, as potential buyers, there was no value in precise measurements.  And for everyone involved, all this measuring would be a complete waste of time if we selected another company for the work.   

Clark was prompt with his design, which was claustrophobic.  His plan used every available inch of space for cabinets, a need neither one of us expressed.  When he could see I was not excited about his design, he queried us about the other firms and designs we had.  He said he was willing to execute a design from another company.

Harrys Home Renovations, our fourth and final designer, also wanted to visit and measure.  Still smarting from the time wasted with Clark, I said no, flatly. 

Harry said, Just remember the quote we give is subject to our exact measurements.

We agreed.  We showed Harry the Corian countertop and backsplash we selected, just as we had with the other three designers.  He shook his head. 

What? we asked.

Youre wasting your money using this countertop as a backsplash.  This particular Corian color is available only in ¾ thickness, which you dont need. For a backsplash, the regular ½ thickness is fine.  Why dont you go to Toms Italian Tile right down the street? Youve told me youre planning to put down a tile floor, so you can kill two birds with one stone.  We always recommend Tom.  He has excellent product and his prices are competitive. 

We loved Harrys design.  His plan placed the cook top where the former dining room wall was.  With this arrangement, I would be able to cook and look out the sliding patio doors instead of facing the wall.  Family and friends would be able to chat with me and stay out of the line of fire.  We asked for a copy of the plan, and Harry refused. He made it clear that his design work had value, and he would not leave it with us on speculation. Initially disappointed, we came to understand Harrys position and respect it.

Value at every step gets the sale

Price did not factor into our buying decision; all the prices were competitive.  The designs were a factor. Only one designer provided a pleasing, functional plan. Two of the designers missed the mark, and were willing to implement other designers ideas.  We chose Harry, the designer who provided value in the initial conversation and at every step thereafter.  All four designers had the same information about Corian.  It was the only decision we made, and we told all four about it.  Only Harry told us it was a waste of money to use that same product on the backsplash. 

Harry made a terrific first impression with his money saving suggestion.  He built on that impression with his recommendation of another reliable supplier and with a terrific design.

Are you selling or repelling?

It doesnt matter whether you sell widgets in Wilmette or devote yourself to dentistry in Des Moinesprospects respond to value. Do you want to make the most of every sales call? Ask yourself a few questions:

Do my prospects learn anything when they talk to me? 

Do I demonstrate that I have my prospects best interest at heart?

Do I bring value to my prospects both before and after the sale?

Find a way to bring real value to your sales call, and watch your success multiply.


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Ms. Diaz is an international consultant helping her clients strategize and improve performance in sales and customer service. For details, see her website at www.LearningEssentials.com.