“Have I actually communicated why I’m worth it?”
Do they know, for instance, that your liquid formulation herbicide is easier to measure than the competitor’s cheaper powder form?
Or are you obsessed with, “We (it’s never I) are struggling to sell because we are expensive. We need to lower our price.”
Maybe. But first, before you ask for the slash, have you communicated why you’re worth it?
The competition isn’t always cheaper; they’re just better at talking
You see, your competitor isn’t always cheaper.
Sometimes they’re simply better at explaining their value.
And yes, them saying, “We are budget friendly” or, “It’ll cost you less,” is showing value. Value does not have to be wordy or elaborate or price avoidant. It just needs to be appropriate in the moment. And for the price-sensitive farmer, “It’s cheaper” is enough.
Communicate your worth with this interview technique
“So how do I sell to such a farmer” you ask. Well, I am glad you did. Bridge the gap between his current situation and his desired one by revealing it through discovery (interviewing).
A simple engagement starting with “How’s your experience with the herbicide you are currently using?” And then, if the response does not yield any challenge and is all flowery, following up with, “Are there any (Or, what are the) challenges you face?”
If no challenges manifest, a leading, “Farmers who use our herbicide say they prefer it because it is easy to measure. Is this something you struggle with (or resonate with)?”
“Hmm… by the way…na kweli ni shida. Japokuwa ni light kubeba, huwa inaenda na upepo na inachukua muda kupima. Hebu tell me about yours…”
And just like that you have opened up an opportunity to communicate your worth.
Don’t rush to the close: Communicate your worth first
Does this mean that you go straight to, “Sign here,” or “How do you want to pay?” No. That’ll most likely backfire.
And why? Tempting as it is to do so interviewing is only the second step in the sales cycle. You still need to demonstrate, validate and negotiate before you go for the close.
Going straight to the close dilutes any worth you may have communicated during your discovery (interview) phase. Showing the farmer how easy it is to measure liquid as opposed to powder (being careful not to assume —worse. state-— “Ah! si it’s obvious?”) at once demonstrates and validates your offering.
At this point, if price is still an impeding objection, a “Bei ya kuanza” (an entry price) is quite in order to extend , where possible.
Because you have communicated your worth and the farmer has seen value, you have potentially acquired a customer for life. A reduced first time ‘trial’ price is a small (and acceptable) investment to pay for this.
The danger of assuming it’s obvious
“But what if it does not go as smoothly?” Glad you asked. It happens.
But first, here’s how ‘assuming its obvious‘ prevents you from communicating your worth and likely costs you the sale—as it did this salesperson for a multinational oil marketing company who went with a brand-pride filled prescription when selling his LPG (gas) to a school that was using firewood.
Salesperson: “The reason why your kitchen ceiling looks like that is because of soot from use of firewood— and it costs more to use firewood than it does gas.”
Principal: “The ceiling is like that from fungi —and we have a parent who has volunteered to resolve it for us—and KWS delivers firewood -from fallen trees-to our school for free.”
Oops!
So, to your question, “What if it does not go as smoothly?” Well, assuming (he he) you followed through with the steps, then possibly your prospecting was wanting. You were selling to a suspect not prospect, and if you were selling to a prospect then maybe they just didn’t like you.
And if he liked you and was a prospect, then the timing wasn’t right.
But if indeed you had communicated your worth and aligned all your ducks in a row, and he still didn’t buy, well, you can’t win them all. Add the buyer to your free newsletter or farming tips SMS service.
After all todays suspect is tomorrow’s prospect.
Communicate your worth: The price is just a number; the worth is a feeling
If you are struggling with price, the answer may lie in your communication, not cost. Instead of assuming that the customer knows why your product is better, show him.
By engaging in discovery, asking the right questions, and demonstrating your specific value, you communicate your worth effectively.
When the buyer sees the value, price becomes secondary.
And if you still lose the sale, it isn’t a failure—it’s a future opportunity.
So don’t cut your price; cut the confusion.
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