LSA Global Insights Newsletter: How to Sell Value versus Price to Land Big Deals

May 29, 2019

How to Sell Value versus Price to Land Big Deals

The real winners in complex and high stakes sales situations focus on customer value, not price - even when price is a critical factor. 


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.

About LSA Global
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