Beat That Low Price Competitor!
How To Sell Your Value

by Tom Komer & Buster Brown

Are You Tired of Losing to the Low Price?

Are you frustrated by competitors who constantly beat you with a lower price? Even if you only answered sometimes, then you may have started on a quick journey to more sales by reading this book.

There’s only one lowest cost provider in any industry. That’s the competitor who can bring its product or service to the market at the lowest total cost. That competitor has the option to control the price in the marketplace, and they usually do.

So, unless you’re selling for that lowest cost provider, you have to constantly compete against a lower price. Selling added values to compete against a low price is tough. Selling the low price is much easier.

The Solution Is to Sell Your Total Added-Value Proposition

In this book, we’ll help you to develop and execute sales strategies to sell your added values in the face of a lower priced competitor. We’ll also help you to expand your thinking as to what added values you have to offer to counter those lower prices.

Maybe this quote from one of the CEO’s we contacted in researching this book might inspire you:

Does that CEO’s comment surprise you? It shouldn’t. When you read our book, you’ll see a lot more quotes from people like the ones you sell to who will reinforce that selling value beats low price most of the time. And, along the way, you will learn some solid value selling techniques.

Why not give the book a try? Look at the table of contents below. That will give you a good taste of what is here for you.

Table Of Contents

Chapter 1: Value Is in the Eye of the Beholder

• Not Worth It?
• The Name of the Game Is Value
• An Example of Selling Value

Chapter 2: Where to Find Values

• People Buy from People
• Creating Value and a Bias for You
• The Value Pyramid
• The Value Pyramid - Financial Terms
• The Value Pyramid - Support & Service
• The Value Pyramid - Your Company
• The Value Pyramid - You & Your Team
• Another Example of Selling Value

Chapter 3: The Key Beholders and What They Value

• What Users Value
• Hard Versus Soft Values
• What Middle Managers Value
• What Executives Value
• Keeping Track of Who Values What

Chapter 4: Your Really Hot Values

• When You And Your Customers Think Alike
• The Hottest Values Come From Your Competitive Differentiators

Chapter 5: Converting Values into Dollars

• Whose Numbers Are They?
• One-time Versus Ongoing Values
• Time Value of Money
• Calculating Net Present Value And Rate of Return
• Payback
• Required Versus Discretionary Investments
• Comparing Investment Opportunities

Chapter 6: Presenting Your Value Propositions

• A Value-Driven Sales Call With the Key Customer People
• A Value-Driven Sales Call With the Financial People