June 25


Sell a Concept, Idea And/or Results– Not Services or Things

By Robert Yokl

June 25, 2019

concept, marketing, pricing, results, sales & distributor reps only, Selling, services, value analysis selling

Certified Value Analysis Advisor Series

For Sales & Distributor Reps Only

Volume I, No. 6 – June 2019


All companies tend to  train their sales reps to sell services or things, when they should be training them to sell a concept, idea and/or results.  The reason why this tenet is important is that if you are selling services or things your customer can compare your prices to your competitors, then select the lowest price offering. Whereas, if you are selling a concept, idea and/or results you can differentiate yourself from your competition and then you can charge even more than your competitor.

Selling a Concept, Idea and/or Results

When you sell a concept, idea and/or results you are entering into a new world of selling that isn’t based on price, but on creating a vision for your customer of how their situation will improve with your product, service or technology.  For instance, if you apply the Value Analysis Selling™ technique of functional analysis in your sales process you will be emphasizing what your product, service or technology does (i.e. promotes safety, increases output, reduces waste, etc.) Vs. just talking about a lower price.  However, you must document these attributes in your value analysis studies, or your customers won’t believe your claims!

Most Products, Services and Technologies are Spinoffs

If you would be honest with yourself, most products, services and technologies in the healthcare market today are spinoffs (even high-tech devices like pacemakers) of other products, services and technologies. They aren’t new but are just some variation of what’s on the market already. That’s why it is critical that you sell a concept, idea and/or results to avoid constant  price wars with your competitors.

Doesn’t this make sense to you?


P.S. Finally, a Certified Value Analysis Advisor™  program exclusively for sales and distributor professionals to add more value to your own sales process so you can gain more of your customers’ loyalty, cooperation and an even bigger market share.


Robert Yokl

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