Value selling is the only sustainable way to grow sales because the buyer finds a level of value that leaves them satisfied enough to recommend or purchase again. A salesperson that can’t properly articulate the value of their solution will not be able to justify the price or set the proper expectations after the purchase.

What Is Value Selling?

Value selling is the process of gaining agreement on quantifiable benefits of the proposed solution. It is critical to recognize that the value created by a solution is not the same for every buyer. Each buyer has a unique set of problems so a value selling approach must also identify these nuances. It is the job of the salesperson to understand the needs of the buyer and even assist in prioritizing the value as a subject matter expert.

How To Scale Value Selling

1. Qualify who is most likely to buy

Score opportunities and leads based on how they compare to your best customers. Value selling is about spending time with prospects who best align with your solution. They should have a straightforward use case and believe that your case studies are repeatable. Identifying value for these types of prospects should be an easy task and efficient use of your time

2. Identify an individual who can purchase if a business case is validated

Power is the person who can make the investment if there is true value creation for the business. This type of person might not understand the deep technical complexities of your solution, but will sponsor your work and hold the stakeholders accountable for working with you to validate a business case. Don’t offend people by going over and around your first contact, but instead introduce them to your process of getting agreement on the value proposition from all stakeholders. You can’t afford to spend time justifying your solution with someone who will not be able to purchase. You will end up arguing about price even if the value is defined.

3. Automate the process of a customized value story.

Value selling is a lot of work. Like a lawyer, you are building a case to justify your price. You’ve created this value before. Don’t build it from scratch. Where and how much value did you create for your last customer? What information do you need to make your prediction of value more specific to this prospect. Is it number of employees, volume of data, number of locations, revenue. Use a tool to itemize the value drivers that make your prospect unique. How quickly can you implement this prospect? This is the type of information that helps you collaboratively establish value and close deals. A CRM by itself doesn’t do these things.

Brent Nauer

Brent serves a critical role in designing and releasing updates to the Zebrafi platform. He writes about complex sales, corporate strategy and technology. He received a bachelor’s degree in economics from Marquette University.


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