Overcome Being Out Sold
You have got a great product that’s better than the competition, but it can be a struggle to close deals. Sales presentations may go really well until you tell the prospect the price, then the client goes for a cheaper but inferior product. Often they call once the equipment breaks or fails, and often it tarnishes any future business.
At Enigin we have a great range of energy saving and efficiency products, but being cutting edge and very high quality, they can be more expensive than inferior products. Hence, Enigin Distributors are skilled at presenting the benefits of Enigin products, but can still suffer.
We train Enigin Distributors to overcome this problem, which involves a substantial changes to their sales approach.
The problem is that similar equipment (or claims to be similar) to what they sell is available cheaper from another source.
To solve the problem, you must change the way that you charge for your products. You must stop selling the “Equipment” and instead sell a “Energy and Cost Saving” solution. This is an important distinction.
When you sell the equipment, you are devaluing the important part, which is making the equipment run reliably, consistently, save them energy and costs. Furthermore, you get involved in a price war with another channel for that physical object.
From here on, when you present, you sell the equipment as just a part of a whole package, bundled with all the advice and ongoing support, possibly with a contract for training and maintenance, and make it clear that they can’t get those if they don’t buy from you.
You could also build a comparison, showing the competitor’s breakage rates and the cost of those outages, as they balloon through the entire operation. You present this data along with a story about a real customer who got burnt.
None of this is terribly difficult, but it does require Enigin Distributors to rethink your business model and how you present your offering.
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