Thoughtful Thursdays – On communicating value
Sales training and experience constantly remind us of the importance of quantifying value to our customers and prospects. I reinforce this behaviour to my customers on a regular basis.
Today’s thought is about what makes up that value.
Consider how your prospect or customer perceives value. Know what the value is before starting to communicate it.
The value your company represents comes from two areas. The first area is the product/service and the second is you.
Areas where the value of the product/service your are selling can be quantified include savings from operational efficiencies your customer gains, price of the product and logistics savings. Once determined, this value is easily communicated. This where most sales people focus their value selling skills. This area is where your competition will likely initially focus their activities. Why? Because it is the easiest.
The second and perhaps most powerful component of your value package relates to the emotional component of the supplier/customer relationship. It requires the sales person to identify what your prospect values as it relates to their job function. How will buying from you make the experience more enjoyable than what is offered by your competitor? This value is communicated on an ongoing basis through your behaviour. This value is what makes it easier for your prospect or customer to say “Yes”.
- Follow up when you say you are going to
- Work on establishing and building rapport every time you meet with your prospect or customer
- Plan your conversations so that your prospect or customer feels positive after every meeting
- Help your primary contact get all stakeholders on board
- Show respect for your prospect or customers time – don’t waste it!
Consistently demonstrating the personal value you bring makes it easier for your prospect or customer to consider you when evaluating the product/service you are selling.
Good selling,
Richard
Have a question about sales? Contact Sakanashi and Associates Inc. and I will respond.
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