Tuesday Sales Leadership

On my recent holiday, I wandered through shops where football shirts were stacked high.

Every salesperson I spoke with led with price.

“Cheaper than next door!”

“Best price for you today!”

Not once did anyone mention:

• The authenticity of the shirt.
• The quality of the material.
• The brand reputation.
• The look and feel that makes you proud to wear it.

It struck me—too often in sales, we fall into the same trap.

We compete on price, instead of selling on value.

The truth is, price only matters when value is absent.

Customers don’t just want the lowest cost. They want confidence in what they’re buying: trust, quality, and an emotional connection to the product.

That’s where great sales leadership comes in. We must coach our teams to look beyond discounts and help customers understand the real benefits of what we offer.

👉 How do you coach your teams to shift the focus from price to value?