Salespeople often assume they know what the buyer values but are really projecting their own ideas of value onto the customer. Today, customers are looking for something more than an explanation of features; they are looking for a new perspective on how best to move their business forward. Garnering a busy decision-maker’s attention requires solutions that are uniquely matched to the customer’s specific value expectations.
This move from a problem-centered approach to a business-centered approach may seem easy, but it requires three things: a mindset change that places the customer’s business ahead of your own, new knowledge by exploring how the customer’s business runs, and new skills to follow the customer’s lead to the next question.
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Sales organizations need to develop an approach to selling that differentiates them from the competition. If salespeople simply respond with a needs-based approach, they are only on par with everyone else, offering no differentiation. When your salespeople learn to Sell to Value, they become an unbeatable source of competitive advantage, are able to outmaneuver competitors, and can build long-term customer relationships.
Want to Learn More About Selling to Value?
Download the 24-page illustrated e-book Selling to Value: The New Standard for Sales Discovery.