 The real winners in complex and high stakes sales situations focus on customer value, not price - even when price is a critical factor.
How?
Top sellers know that buyers ultimately care more about the
value that they receive than the price. A less expensive product or service
that doesn't fit their needs or that adds more risk or complications is
usually not worth it - you get what you pay for.
Defining Value During the Sales Process
Value is truly in the eye of the customer or buyer. In order
to make an important and material purchase, a buyer has to fully understand
how the tangible and intangible benefits outweigh the fully loaded
costs.
If your sales
team is feeling pricing pressure, remember that while price is an
important piece of your value proposition, it is only one component of the
overall buying decision.
What really counts is your ability to fully deliver what
matters most.
The Role Your Value Proposition Plays
Your unique
value proposition should be an essential part of your brand positioning,
messaging and go to market sales strategy. Every sales rep should be able to
clearly articulate what sets you apart from the competition to your target
clients.
An effective value proposition answers three key buyer
questions:
1. Relevance
How your offering will tangibly
improve their situation in an area of high importance.
2. Differentiation
Why your offering is uniquely better than any other available alternative - is it better, faster, or cheaper?
3. Proof
What specific evidence do you have that your claims of superiority are accurate?
Defining Customer Value
is Dynamic
The best sellers understand
that their value proposition may need to be customized according to the needs
of each customer. Not every buyer is the same; they have different needs,
come from different backgrounds, occupy different situations, have different
working styles, fulfill different roles, etc. High performing sellers
intimately know their target customers and know how to craft a unique value
recipe that is nuanced for each individual customer.
And because high performing
sellers intimately know their target customers, they know that the unique
recipe for customer value has important nuances across customers.
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Founded in 1995, LSA Global is a leading performance consulting and training firm that helps high growth technology, services, and life-science companies create a competitive advantage by powerfully aligning their culture and talent with their strategy. Learn more about getting aligned
