What if I told you that the biggest barrier to closing a deal isn’t your product, but how you communicate its value? ??
Michael Wilkinson
The Value Sales Expert - Helping Sales Directors/VP's and sales teams understand and communicate customer value and master Value Selling. Supporting thesellercode.org
In my 30+ years in sales training and consultancy, I’ve seen countless professionals struggle with the "value challenge." To meet the Value Challenge you need to "Understand, communicate and deliver outstanding customer value, and get paid for it!" Many sellers know their product inside and out, but when it comes to articulating its worth, they falter. This often leads to price pressure, discounting too much, and ultimately, lost opportunities.
Knowing your product is important, but it isn't enough. Product knowledge training - helping you know what you're talking about! - certainly helps to build confidence.?
But here’s the hard truth: Customers don’t buy products; they buy solutions that deliver value. If you’re not effectively communicating that value, you’re leaving money on the table.
And if you don't understand the value that is important to your customer you start making assumptions. When it comes to understanding your customers you need to know, really know. That means embracing Value Discovery big time.?
So, how do you tackle this?
Start by embracing The Value Triad? : Revenue Gain, Cost Reduction, and Emotional Contribution. These three pillars are your secret weapons in understanding and conveying value.
?1. Revenue Gain: How does your solution help the customer make more money? Be specific. Share case studies or metrics that demonstrate tangible results.
?2. Cost Reduction: What costs can your solution eliminate? Highlight efficiency gains and savings that resonate with your audience.
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?3. Emotional Contribution: This is often overlooked. How does your solution make your customer feel? Whether it’s peace of mind or a sense of achievement, emotions drive decisions.
?By focusing on these areas, you can shift the conversation from price to value. Remember, when you communicate value effectively, you empower your customers to see the true worth of what you offer.
?Are you ready to stop discounting and start delivering value?
Share your thoughts in the comments! What’s your biggest challenge in communicating value?
?If you found this post insightful, please give it a like and share it with your network. Let’s spread the word about the power of value selling!
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#ValueSelling #SalesTraining #CommunicateValue #valuechallenge #sales #b2b
Great quote Mike! “But here’s the hard truth: Customers don’t buy products; they buy solutions that deliver value. If you’re not effectively communicating that value, you’re leaving money on the table.”
Too many sales organizations use the demo as a closing tool. So, all the sales focus is on the demo. Until companies take the time to educate the reps on the financial benefits of solving problems, and not just the features that solve problems... This is never going to change.
The Value Sales Expert - Helping Sales Directors/VP's and sales teams understand and communicate customer value and master Value Selling. Supporting thesellercode.org
3 个月I'd appreciate your thoughts on this Adrian Easter Leon White Dave Kurlan Michael Farber Sam Panayides (nee Watkins) Tim Thompson David Claveau Kevin Rooney Steve Little Daniel Tanner, Martin Green David Wallach Steve Tallent Noor Ali
Empowering Business Growth. Delivering RESULTS
3 个月When it comes to value selling, speak to the experts. Michael Wilkinson is the man I recommend.
Once you understand this approach and use it, you'll have that 'tadah' moment as it all comes together Michael Wilkinson great newsletter, Mike.