Value Selling Success

Great salespeople know the difference between transactional and consultative sales; they understand where they can create value and they focus there. The prerequisite for value creation is that the sales force must be able to create value independent of the product/service they sell.

‘Value’ Remains Most Significant Sales Challenge

Sales still remains challenged to add value during the sales process, and prove the value of proposed solutions to ever more empowered, sceptical and frugal executives, this according to a significant study by Blue-Sky, a UK sales performance consultancy.

The new independent survey of 212 sales executives worldwide, sought to identify the biggest sales challenges and priorities facing Fortune 1000 firms worldwide,

Develop a ‘value calculator’ tool to document actual value created;

2. Build a financial case (ROI) for the decision maker;

3. Use a ‘lifetime cost of ownership’ sales strategy;

How to sell on “Low Risk”

Risk is the potential cost to the individual customer if he/she makes a mistake. It’s not just the money, although that is part of it. It is also the social, psychological and emotional cost that your customer will pay if their choice isn’t the best one. The lower the risk of the decision, the more likely your customer will say ‘yes’ to you – regardless of the price. Let’s become comfortable with this concept of risk.

In order to really understand risk, you must first see this issue from your customers’ perspective. Try to put yourself in their shoes, and calculate the amount of risk that you expect your customers to take when you offer them an opportunity to say ‘yes’ to

4 strategies to reduce risk and build value

1. Build solid, deep relationships with the key decision-makers.

Relationships reduce risk. The greater the relationship, the lower the perceived risk. That’s why the salesman with the longer relationship almost always has the benefit of the doubt in a competitive situation. It’s not the price – it’s the risk and the value.

2. Make ample use of third party recommendations, customer lists, case studies and testimonials.

All of these say to the customer that someone else, or lots of other people, have used the product or service. That means its less risk and high value for your customer to buy it.

3. Try to get your customer as physically involved with the product as possible.

For example, if you’re selling a piece of equipment, try to get the customer to trial the equipment, or at least visit somewhere its being used. The more your customer can see and feel the actual thing, the less risk it is to them.

4. Finally, work with your company to create offers that reduce the risk.

Trial periods, money-back guarantees, delayed billing, warranties, service desks all of these reduce your customer perception of risk. The winners in the competitive selling arena of the Information Age are those who are the low risk providers, and high value not the low price