Hardwood Floors February/March 2025

By Paul Reilly

There’s a reality most sellers fail to acknowledge. Customers say no when the sacrifice is greater than the gain. Customers don’t believe the outcome is worth what they sacrifice – the juice isn’t worth the squeeze. Here’s the challenge for value added salespeople: short-term sacrifice influences the decision more than long-term gain; most of your solution’s value stems from long-term gain. Inspiring change means transporting your customers into a better future – beyond what they sacrifice in the present and toward what they gain in the future. Help your customers realize their vision of the ideal future. Buyers will sacrifice their resources if they believe your solution helps them realize their desired outcomes. This process begins by knowing and understanding their better future. Here are six questions to guide this conversation.

HOW CAN I MAKE THE DECISION MAKER LOOK LIKE A HERO?

While you may sell products, you’re also in the business of building trust and recognition. Find ways to make decision-makers look like heroes to their boss, customers, or teammates. Offer documentation highlighting the partnership’s value and how it aligns with broader goals. This can make decision makers more willing to support your solution when they see how it enhances their reputation with their team, leadership, and customers.

WHAT ARE THEY SACRIFICING TO MAKE THIS DECISION?

WHAT DOES A SUCCESSFUL OUTCOME LOOK LIKE AT THE END OF THIS PROJECT?

Sacrifice goes beyond price. While the price is visible, hidden sacrifices, such as time, energy, effort, stress, and risk, often weigh more heavily on buyers. The ratio of sacrifice to gain determines value; reducing sacrifice wherever possible enhances the overall value of your solution.

This question helps guide the buyer’s focus toward future outcomes, shifting their attention from immediate sacrifices to long-term achievements. Focusing on future success clarifies the buyer’s vision for the project’s impact and keeps their attention on what they hope to accomplish.

HOW DOES THIS DECISION PERSONALLY IMPACT THE BUYER?

HOW CAN I ALIGN MY SOLUTION WITH THEIR DEFINITION OF VALUE?

Does this decision increase the buyer’s workload? Does it present unique gains or benefits for them, or will its funding come from their department or elsewhere? Understanding the personal impact reveals what the individual might sacrifice and what they stand to gain.

Change is more desirable when your solution aligns with their definition of value. Buyers are drawn to solutions that directly address their unique needs and preferences. Identify their needs and desires, then tailor your solution to emphasize these aspects. The closer they match, the higher the perceived value.

WHAT IS THEIR GREATEST FEAR OR CONCERN IN MAKING THIS DECISION?

Fear is a strong motivator; many decisions are made to avoid a certain pain rather than to achieve a gain. Remember, buyers are often more worried about risks than price. Acknowledge and address these concerns directly and look for ways to mitigate associated risks when presenting your value.

the magazine of the national wood flooring association

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