Value Constellations: A New Way to Look at Selling Value

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Last week, I was traveling and had the opportunity to speak with a new home construction company. We had a great conversation about selling in today's market, especially with high-interest rates causing people to hold back. One key theme emerged: value. When I asked people to define value, I got a variety of answers.

In my Sales Velocity Academy, I have a program called "Value-Centric Selling" that helps you tie down value. But, during a conversation with someone at the company, a thought struck me: what if we looked at value differently? That's how I came up with the value constellation concept.

Imagine stars, but instead of representing constellations, these stars represent points of engagement in your sales process. These points are where you gather information about your potential buyer, like their initial call, the agent conversation, and the on-site visit.

To use the constellation model, start by identifying the key points of engagement in your sales process. Then, during those interactions, discover what's important to your buyer.

For example, for a new home buyer, this might be location, financing, schools, amenities, HOA fees, layout, lot size, or investment potential.

Once you understand your buyer's priorities, you can map them onto a constellation, assigning each point a value between 0 and 5 based on its importance. This creates a visual profile of your buyer's priorities.

Here are some examples of how to use value constellations:

Investment buyer: Location and investment potential are highly important, while financing and schools are less important. This profile helps you tailor your presentation to focus on location and investment benefits.

Family buyer: Location, financing, and schools are top priorities, while amenities and layout are less important. This profile guides you to highlight affordability, school districts, and family-friendly features.

Let’s look at a B2B example where you might be selling a Software as a Service (SaaS) marketing platform to two distinct buyers: CIO and CMO. Each buyer will have their own ‘value constellation’.

Chief Information Officer (CIO): Data portability, ecosystem fit, and adoption are crucial, while price is less of a concern. This tells you to prioritize integration, data security, and user adoption in your presentation.

Chief Marketing Officer (CMO): Case studies and data analytics are top priorities, while support and future roadmap are less important. This suggests focusing on success stories and data-driven insights in your pitch.

By creating multiple buyer personas and their constellations, you can gain a deeper understanding of diverse values and tailor your presentations accordingly. This leads to more aligned, impactful presentations, increased average deal sizes, and higher conversion rates.

Remember, the key is to actively listen during the discovery process and identify the 8-12 variables that make up your buyer's constellation. Prioritize these variables, sequence your presentation accordingly, and watch your sales success soar!

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Victor Antonio

#salesmotivation #sellingvalue #salestraining #valueconstellation