You can’t build a machine with premium parts and ask for a lower price point, which is why you shouldn’t sell on price. This often surprises many people, who believe that having the lowest price is the best way to drive equipment sales.

Instead, you should sell on quality.

These days, the word quality is thrown around very casually, to the point where it’s almost lost its meaning and people are beginning to tune out. Everyone says they have a quality product. But selling on quality can still be a hugely useful tool in your arsenal, if you approach it right.

First of all, make sure you sell based on facts. Tell the customer you have a high-end brand that will last 30-plus years. Do you pay for that difference up-front? Sure you do. But going with a premium brand makes all the difference. It will stand the test of time.

A lot of people get stuck on a certain brand, and instead of keeping their mind open and looking at what else is out there, they sometimes close their mind and say, “I’ve gone with this brand for 20 years, so I’ll pick the same thing,” and they don’t take the time to see if there’s something better out there.

Don’t step over quarters to pick up dimes, is the motto I use. When I sell based on quality, I often hear people say, “Wow, that’s expensive.” But when you factor in the fact maintenance costs are lower because the machine is made from premium parts, you are going to have fewer problems in the long run. Your upfront cost has to be higher, but over the long term, you will save.

Let’s not forget that quality equipment results in a better quality product, as well. Better quality equipment is also more efficient when it comes to automation and good stewardship. Quality is a win-win on so many levels.

At the end of the day, selling a new piece of equipment is all about making the customer happy with their purchase. If you can make them happy about the fact they’re buying the best quality, and not just being sold something because it has a lower price, you can attain a whole new level of sales proficiency.

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