Good Practice: Selling on Value

Consider selling on value rather than price. Price-based sales pitches atract price-sensitive customers who are already in the market for what you are selling. A value-based pitch can woo customers who did not realize they needed your product.


For example, a £300 mattress will appeal to customers who are looking for a new mattress at a good price. A mattress guaranteed to ease back pain will open up a new market by appealing to bad back suffers who were not even considering such a purchase.

Question to ask yourself:

• What is the value of our offering in terms of saving customers time and effort?
• Is our offering giving value by enhancing beauty or status?
• Are we demonstrating that a purchase is not a cost but a good investment?
• Have we asked what customers most value about our products?