If the focus of your sales efforts is on what you do or your products/services you will be commoditized - and that means life in quicksand. Here's how to get out.

1. You Don’t Sell
What You Think
You Sell
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

2. The Price/Value Equation™
Left-Side Value Right-Side Value
• The Commodity Value • The Intelligence/
o 5 Drivers Enterprise Value
• Distribution costs o Unlimited Drivers
• Supply constraints • What matters & makes
• Demand level you different?
• Quality • What’s the
• What someone else is consequence of not
willing to sell it for buying from you?
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

3. Two Types of Buyers
Left-Side Buyer Right-Side Buyer
• Buys a commodity • Buys a result
o Product, service or o A driver of success for
experience them.
• The Focus: • The Focus:
What’s It Cost? What’s It Worth?
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

4. The Implication
• The result of the economic drought is a
movement to the extreme. More and more:
o Your customer is either a left-side buyer or a right-
side buyer
• You are in one of two conversations:
o The “What’s It Cost?” Conversation, or
o The “What’s It Worth?” Conversation
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

5. Two Focuses
What’s It Cost What’s It Worth
• About The Commodity • About The Result
• High Price Pressure • Moves Beyond Price
• The focus of the sale is • The focus of the sale is
on the product or NOT on your product
service you provide. or service.
• Instead, the sale is on
your PROMISE, and
HOW you create
success.
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

6. So,
• It’s not the product or service your customers
“buy” from you.
• It’s the promise you make, and the process
you provide that they “buy.”
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

7. It’s the Promise, Not the Product/Service
• So, ask yourself:
What is the consequence of not buying from
you?
• Take your answer and start selling that.
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`

8. Stop Selling What You Do
Start Selling
The Result Your Customers Get
When They Let You Do What
You Do
© 2010 Imagine Business Consulting, LLC. All Rights Reserved 410.544.7878 info@imaginellc.com`