Paul Meijer, host of "Sunday Night Live" on LinkedIn, and Robert Sebestyen of service department training company Gravitational Business spoke on Meijer's Jan. 29 show about selling customers new tires or brakes by talking about the improved safety aspects.
Sebestyen: "People buy improvements; they don't buy products. This is the feature, but what is the improvement to my life? The more you can articulate the impact for the client, the more they're going to see the value. If you don't articulate the value, it doesn't matter how good a deal it is, [the customer is] going to feel like it's not a good value, like [they're] overpaying."
Meijer: "It's not even about price. It's about understanding the value. If they understand the value, price becomes secondary."