Selling Products Vs. Selling Value
Randy Seidl
CEO | Board Member | CRO | Sales Community Leader | Advisor | Executive Recruiter
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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Tech Sales Insights LIVE
Join us after the 4th of July on 7/12/23 for our next episode of Tech Sales Insights LIVE featuring Anthony Anzevino , Global Vice President of Customer Success and Renewal Sales at Commvault :
‘Selling with Customer Success, Increasing the Lifetime Value of a Customer'
This episode is sponsored by The Alexander Group , our GTM & Sales Compensation Partner. Alexander Group provides revenue growth consulting services to the world’s leading sales organizations. When clients need to grow revenue, they look to Alexander Group for data-driven insights, actionable recommendations, and results.
"We tend to see different types of competitors, Randy, depending upon which one of those platforms or products we're engaged in a sales effort with. So, for cloud cost management, it's the cloud health of the world, the Turbonomics of that world. There are a lot of companies in that space for infrastructure performance monitoring. We run it to Dynatrace, Flexera, those kind of guys. But we are the gold standard in that space, make no mistake about it."
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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:
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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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
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...
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.