Sales Approach Number 10
Value-Added Selling
A value-added product is one that has something extra added to it in production, processing, or selling. For example, a retailer may offer free batteries with the sale of a battery-operated device. Or the retailer can offer free gift wrapping for purchases. A manufacturer may offer 10 percent more product for the same price.
A value-added service, likewise, is one that becomes more valuable to the purchaser by the addition of other services. For example, an accountant may offer a discount on tax services to existing clients. A real estate agent can offer the use of a moving truck at no charge to their buyers or sellers.
How can salespeople add value to help make a sale? Many sales managers make value-additions available to salespeople. For example, a car seller may be authorized to offer specific upgrades to buyers in order to close a sale. To minimize the giveaways, the sales manager may reduce the seller's commission or withhold some bonuses on sales that involve these free upgrades. Otherwise, the seller will not see the value of defending the price to make the sale.
Another way that salespeople can add value to the sale is to offer their time at no additional cost. “Buy this bicycle today and I'll set it up for you myself at no extra charge.” In retail, stores offer free gift wrapping, free shipping, assistance carrying merchandise to the car, and other value-added services that help buyers make a decision.
Finally
Also, remember that value-added is a perception. That is, if your buyer sees that the value of purchasing an item from you is greater than buying the same one from your competitor, that's a value added. Extra value can be derived by meeting the buyer at her or his place of business, making transactions easier, offering faster delivery, and in many other ways. Sell as you wish to be sold.
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