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Many readers have emailed me about their products or services that are now being perceived as commodities. Baseline Selling has a very detailed section of the book devoted to commodities. I call the section Commodity Busters and those of you who find yourself in this situation should refer to that.

How often does this happen?  You ask your prospect a question, have a pretty good sense of what the answer should be, and their answer is not what you expected?  For most salespeople it happens a lot.  I have written a lot about questioning skills and listening skills but for this challenge, you’ll need listening skills and observation skills.

Salespeople react very differently when it comes to sales techniques.  I think it’s because most salespeople don’t really understand the part of selling that relies on techniques.  I’ve seen it over and over again in my 21 years in the sales development business – salespeople hear the technique, learn the technique and use the technique.  The problem is, that’s not the purpose of a technique.  You shouldn’t ever have to use a technique!

A lot of subscribers have asked me to provide some advice relative to the way they approach their sales calls. They tell me about how they position themselves, what they say, what they show, how they build value, and what they present. Then they tell me how their prospects respond and ask how I might do things differently. I can’t respond to all of these requests individually but this week I’d like to attempt a generic response.

I get many emails from people who are selling products that always were or have recently become commodities.  Most salespeople, when faced with a commodity sale, try to provide reasons for a prospect to buy from them instead of the competition.  This strategy further identifies them as a commodity seller.  Others attempt to further devalue their offering by quoting what they hope will be the lowest price.  Neither option is an effective short or long-term strategy for this challenge.

I receive a great number of emails on the subjects of beating the competition, increased competition, difficult competition, writing winning proposals, making winning presentations and selling value.  In the end, if you can effectively sell value, chances are that you can handle the other challenges that come your way.  The problem is that most salespeople don’t even understand the concept of selling value, never mind being able to execute it.  This week’s tip explores some of the principals of selling value.