Selling on Value: The Key Differences Between Aspirational and Excellence Buyers

Uncle Ron's Porch

Today we're exploring an important topic: the difference between aspirational buyers and excellence buyers. In this episode, we'll uncover why understanding these two types of buyers is vital for selling on value rather than price. From handbags to houses, we'll break down how to attract the right audience for your business. So, grab a chair and a cup of coffee, and let's get into it—your business's success is just a conversation away. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ **Selling on Value vs. Price** Uncle Ron emphasizes the importance of selling based on value rather than price, explaining that many salespeople incorrectly prioritize low prices over the actual value received from a transaction. **Aspirational vs. Excellence Buyers** The episode distinguishes between two types of buyers—aspirational buyers, who seek status symbols at the lowest price, and excellence buyers, who understand the investment required to attain and maintain value and are willing to work and pay for it. **Targeting the Right Audience** Uncle Ron advises businesses to tailor their communication and marketing strategies to attract excellence buyers who value the investment in quality and are willing to pay for it, rather than aspirational buyers who seek the lowest price.