I love a good product just as much as the next guy, but if merchandise alone sold big-ticket items, we wouldn’t need to man our model homes and we’d all be picking our cars from an online catalog. We’d just build and design the best possible models and watch the contracts roll in.
One of the major buzzwords in the housing industry, for example, is green. Conferences focus heavily on what product will provide an edge over competitors, but the biggest, baddest, greenest product in the world means nothing if nobody can communicate its value.
When I was eight, I watched my dad present three one-carat diamonds to a young couple. The stones were identical to the naked eye and ranged from $3,000 to $15,000. After my father demonstrated the differences with equipment and education, the couple bought the most expensive rock. They spent five times more for something they couldn’t even see. Without my dad’s ability to communicate the value of the superior diamond, the difference would have meant nothing to the couple.
The best edge a company can have over a competitor is to put the best possible people in position.
I guess what I’m saying is that you matter. So, here’s to earning what you’re worth!
JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.
ABOUT FORREST PERFORMANCE GROUP
Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.