Great salespeople know that customers buy value, not just price. However, many salespeople have trouble differentiating price from value. The American Heritage Dictionary defines value as “worth measured in usefulness or importance.” With customers, value is created with a customized selling approach which includes all the proactive things we do to the exclusion of price.
Color, style, quality, store reputation and price are not only the order of importance in reaching a selection, they are also the general order in which basic added value is first achieved. Notice that in this array, price, while significant, is the least important criteria consumers use to select floor coverings. It only makes sense; the first four reasons are prerequisites to any sale in the home furnishings industry. Without these fundamentals, there is no value. If your female consumer had to, rather than keep a hideous color and design away from the decor of her home, she might pay you to keep it at your store—or more likely shop elsewhere.