DECEMBER 8, 2021
Imagine if every sales associate approached customer engagement focused on adding more value to each interaction. Cam and Tyler may know a lot about flooring, but the have the good sense to share the mic with an expert when it comes to explaining the nuances of value-added selling.
Sales trainer, professional speaker, author, and podcaster Paul Reilly joins Cam and Tyler for an in-depth look at techniques that flooring salespeople, retailers, and distributors can employ to amplify the inherent value of their products and services.
“Value-added selling is a philosophy to go out there and do more of that which adds value and less of that which adds little or no value.” For his wildly popular show, The Q and A Sales Podcast, Paul distills sales-related advice like value-added selling principles down to its essence, turning questions from listeners into answers with actionable components. In his latest book Selling Through Tough Times and its online companion exercises 30-Day Tough Timer Challenge, Paul takes on recessions, sales slumps, competition, and disruptions, offering salespeople guidance on everything from strengthening mental resilience to engaging in value-added conversations.
“Value-added sellers from the very beginning need to take control of that sales conversation and guide it down a path of value and away from price,” Paul says. His targeted approach can be applied to discussions centered on direct-to-builder sales as effectively as it can retail interactions––even persuading customers to forgo the low, low prices and next-day delivery promises of Amazon or Wayfair. He reminds distributors and retail managers that “your salesperson is not just selling flooring; they’re also selling the value of their company, the value of themself as the salesperson.
Collectively, we call that the three dimensions of value.” His quick tips for enhanced value-added selling include:
- Enlarging the conversation beyond product to intangibles like unmatched service
- Transporting the buyer into a future that includes resale investment and limited flooring claims
- Listening to the customer’s vision more than you talk
Retail owners and sales associates take note of Paul’s sound advice! There’s a real benefit to value-added selling in tough times, especially when you consider that, according to Paul, 25% of a transaction’s value comes directly from a salesperson’s influence.
Proactive, knowledgeable sellers can deliver significant value to every interaction, regardless of industry, economic environment, or competition.
CONNECT WITH PAUL REILLY
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Know Where You Stand is produced and edited by The Creative Impostor Studios.
To learn more about topics we discuss, visit https://primco.ca/ or contact your local sales rep.
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