Selling Products Vs. Selling Value

Selling Products Vs. Selling Value

Selling Products Vs. Selling Value

Happy selling to those of you finishing out the quarter this week!

I will keep this one brief thanks to W. Greg Calhoun - there's a big difference between selling products and selling value.

Understand the goals of of the business and provide solutions to help your customer achieve them.


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Randy's Tips to Sell More ?? Excerpts from Your Go-To Sales Advisor

Selling Products Vs. Selling Value

By Greg Calhoun


What the Idea Is: One “aha” moment occurred early in my selling career when I experienced the difference between selling products and selling value. I selected a short list of high potential accounts and invested the time to understand each business and how its CEO measures success.


Why It Is Valuable: The business goals or metrics for success trickle down into every business unit, whether you are working with the president of a business unit, the CIO, the CFO, the CMO, or typically anyone at a VP or director level. Business leaders are held accountable to accomplish these goals and are compensated accordingly. Understanding the goals and providing solutions to help your customer achieve their goals elevates you among your competitors by making you relevant, unique, and valuable to your customer.


How It Works: The first step is to learn everything you can about the company, identify a logical entry point, and set up a meeting. You can learn about the company via its corporate web site, 10-K, press releases, and news stories. Use the data to identify an entry point and map your business solution to the customer’s objective.

Examples of where I helped different customers achieve their business goals by utilizing technology solutions:

  1. Reduced the number of redundant applications via rationalization and consolidation post acquisition for a CIO
  2. Accelerated data analysis for a chief marketing officer to provide a competitive advantage and accelerate time to market
  3. Consolidated infrastructure to minimize data-center expansion for VP of IT operations.
  4. Enhanced application performance and availability of critical business workflow software for the president of a business unit by moving onsite poorly managed applications and infrastructure to a software as a service model.

Finally, through this process establish a relationship with the customer and become a part of their team. Be accountable along with your customer for the success of the project, and measure your progress via a dashboard with your customer. Set quarterly reviews with project leaders and annual reviews with the CXO or business unit leader.?



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Michael Cordo

OT Solutions Leader

1 年

It differentiates you and establishes trust within the C-suite when you’re selling value. Do your homework, develop a perspective, and you’d be surprised how little you mention product

Geoffrey Davis

Director, Solutions VAR Channel, HP Collaboration Products Segment

1 年

Products without a corresponding value to the customer are meaningless. And the value proposition varies from customer to customer for same products. Be mindful. Do your homework before making the proposal. Basic blocking and tackling; identify customer pain points (what keeps CIO/CEO up at night) and craft a value proposition to solve those. The actual product is almost secondary...

John Ristaino

Cloud File Storage Account Executive

1 年

Great post - being a part of EMC early days this was a huge part of how we approached our sales role.

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