Page 145 - Paulisms: Gold Nuggets for Small Business

perceived by the customer and probing, informing and building trust. Finding out exactly what the customer wants, giving them respect and listening to their needs, presenting what we are offering – it’s all of this. It’s ‘selling without selling’ and adding value to the offer.
‘People deal with people’, and selling should be natural. Build a rapport and you are more likely to sell. If the customer doesn’t like you, they probably won’t buy from you.
5.6.1 Method of showing how to sell value
Below is a method of training people to demonstrate adding value.
I pull out a pen (just a normal BIC-like pen). Then I tell people to ask me how much the pen is. They ask me, and I tell them, ‘It’s eighty dollars.’ You can see the look on their faces as they say, ‘That’s expensive.’
‘Yes, it is.’ I say. ‘Now, ask me again, how much is this pen?’
So, they ask again, and this time I say, ‘Well, it really does depend. This is a unique pen. It has a special nib which allows you to write very smoothly. You know when you’re among a group of people and someone is clicking a pen, and it’s very irritating? This pen has a very quiet clicking mechanism. It also has a clip on the top so that you can put it in your pocket, and when you lean over, it doesn’t fall out. The clear view area at the bottom allows you to see when it is running out of ink, as opposed to other pens where you can’t see when the ink is getting low; no more annoying