How to Sell on Value, Not Price
In the world of sales, competing on price can feel like a race to the bottom. But there’s a better way: selling on value. Instead of focusing on what your product costs, highlight the unique benefits it brings to your customers. Let’s explore how to make this shift with some real-world examples.
SALES CRASH COURSE
12/9/20243 min read
1. The Value is in the Experience
Think about dining out at a nice restaurant. Customers aren’t paying just for the food on their plate—they’re paying for the ambiance, the service, and the feeling of being cared for. It’s the complete experience that creates value.
Example:
Instead of competing with fast food prices, emphasize what makes your restaurant special:
“Here, you’re not just getting a meal—you’re enjoying a handcrafted dish, served in a relaxing atmosphere, perfect for making lasting memories with your loved ones.”
2. Discover What Your Customers Truly Value
To sell on value, you need to understand what your customers really want. Some may value comfort, others a special occasion, and some may just want to escape the stress of cooking.
Example:
Ask questions to uncover their needs:
“Are you celebrating something special tonight?”
“Would you prefer a quiet corner or a table with a view?”
This helps you tailor their experience. For a couple celebrating an anniversary, highlight a romantic dessert special. For a family with kids, emphasize your quick service or fun kid-friendly options.
3. Highlight the Benefits, Not Just the Features
Customers don’t choose your restaurant because you have "food." They choose it because of how it makes them feel. To sell value, focus on benefits that resonate with your customers.
Example 1: A Signature Dish
Feature: Your lasagna is made with fresh, handmade pasta.
Benefit: “Our lasagna is crafted with fresh, handmade pasta, giving you the comforting taste of home in every bite.”
Example 2: Ambiance
Feature: Your dining room has soft lighting and live piano music.
Benefit: “Our warm lighting and live piano music create the perfect setting to relax and connect with your loved ones.”
4. Overcome Price Objections by Emphasizing Value
When customers hesitate about prices, it’s often because they don’t yet see the full value. Help them understand why your offering is worth it.
Example:
A customer says, “Your prices seem higher than the place down the street.”
Instead of lowering prices, respond:
“I understand. What makes us special is that we use only local, organic ingredients, ensuring every dish is as fresh and flavorful as possible. Plus, our team is here to create an experience you’ll remember—whether it’s a cozy family dinner or a special celebration.”
5. Add Value to Their Experience
Rather than discounting, think about what you can offer to enhance the customer’s experience. Small touches can make a big impact.
Example:
Offer complimentary bread and olive oil when the meal is slightly delayed.
Provide a free sparkling drink for a table celebrating a birthday.
Suggest pairing a dessert with their favorite wine to make the evening extra special.
These small additions create a sense of care and make customers feel valued.
6. Build Trust with Stories and Visuals
Help your customers connect with your restaurant’s story and see the value in what you offer.
Example:
Imagine telling the story behind your ingredients:
“Our vegetables come from a family farm just 10 miles away, and our seafood is delivered fresh every morning from local fishermen. We’re passionate about supporting our community and ensuring you get the best quality on your plate.”
Or use visuals:
Show pictures of your signature dishes or the cozy dining spaces where customers can relax.
Conclusion: Selling Value, One Dish at a Time
Selling on value in a restaurant is about more than just the food. It’s about the care, effort, and experience you provide. Customers will pay more when they feel they’re getting something meaningful—whether that’s exceptional service, fresh ingredients, or a memorable atmosphere.
Next time someone asks, “Why should I choose your restaurant?” don’t compete on price. Instead, focus on the unique value you bring:
“We offer more than a meal; we create experiences that linger long after dessert.”
By selling on value, you’ll attract loyal customers who see your restaurant as more than just a place to eat—it’s a destination they’ll keep coming back to.