Hardwood Floors June/July 2025

Sales Savvy (Continued)

“I didn’t make a compelling case.” Instead of relying on price as an excuse, ask yourself these three critical questions: Did I communicate a compelling message? Most sales messaging falls flat because it blends in. To stand out, your message must be unique or at least uniquely delivered. More importantly, it must clearly connect your solution to the customer’s long-term goals. Customers must recognize how your solution impacts them in a meaningful way. The impact should be compelling enough for customers to justify the investment – impact compels the buyer to act. Did I create “aha” moments? Customers are more likely to trust their own discoveries than accept a salesperson’s claims. That’s why “aha” moments are so powerful. Self-discovered insights are a stronger justification for change. To create these moments, ask yourself: • How will I equip this customer to make a better decision? • How will I challenge them to think differently? • What don’t they know about this decision that could shift their perspective? In an internal study, we asked decision-makers, “how can salespeople create more value?” The top response? Deliver meaningful insight early in the decision-making process. Are you engaging customers soon enough? Are you providing insights that reshape their thinking?

Did I uncover real problems and pain points? Pain creates urgency and problems create opportunities. Without a strong reason to change, there’s no motivation to act. Think about it: You’re more likely to take aspirin if you have a headache. Yet most salespeople fail to uncover their customers’ biggest headaches. At your next sales meeting, discuss these questions: • What are the common pain points throughout the end-to-end customer experience? • What frequent mistakes or inefficiencies do they face? • What market trends are impacting them negatively? The bottom line: price is often a smokescreen. Customers want more than a cheaper price. They need confidence in your solution, trust in your expertise, and assurance that the sacrifice is worth the gain. Your ability to win the sale depends on your ability to sell the customer on change. Customers will commit when your message is compelling, thought-provoking, and directly alleviates their pain. So before assuming price is the problem, take a closer look – it might just be an excuse. Paul Reilly is a speaker, sales trainer, author of Selling Through Tough Times (McGraw-Hill, 2021), coauthor of Value-Added Selling, fourth edition (McGraw-Hill, 2018). For additional information on Reilly’s keynote presentations and seminars, call 636.778.0175 or email paul@reillysalestraining.com. Visit tomreillytraining.com and signup for the free newsletter.

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