The second edition of Tom Reilly’s Value Added Selling: how to sell more profitably, confidently, and professionally by completing of value, not price(McGraw-Hill ISBN: 0-0714088-19, 256 pages) boasts 70-percent new content from the first edition. I was given my copy by a fellow airline passenger who had finished it while on a flight we shared. He said, “You won’t believe how valuable this information is.” When I asked him if he was sure he wanted to give it away, he said, “I want you to have it, it sounds like your industry could benefit by what the author talks about, and I’ll buy another copy for myself.”
Was he right! Reilly’s “Value Added Selling Philosophy” is based on demonstrating your value to clients during the early stages of the sales presentation, instead of waiting until the time in the sales process that you have to overcome price objections presented by the client.
Reilly helps you to identify your value added, what it is that you bring to the table that perhaps your competition won’t or can’t. He talks about differentiation: what are your definable and defendable differences?
Reilly challenges you to look at what he calls process support: how easy do you make it for your customers to do business with you. But perhaps the most valuable part of the book is his seven strategies for dealing with price resistance.
So, somewhere out there is a traveling salesman I didn’t thank enough for his gift of Tom Reilly’s book. In today’s difficult economy, this book is a must read. I’ve read it and re-read it, and it has definitely helped my business.