Selling innovation should be easy but selling innovation is hard. The product experts have created the next breakthrough. Or maybe the services team has developed a new approach to customer service and maintenance. It is handed off to the sales team and the breakthrough or new approach will sell itself when presented to customers and prospects. If innovation sells itself, why are there so many stories of innovation failures?
Welcome to our final installment of A Sales Leader’s Guide to Selling Value blog series which talks about communicating the customer value created. This blog series is for sales leaders and focuses on how to execute a value creation selling approach. We have already created value for the customer by understanding the customer’s business and solving the customer’s challenges. We have also already set ourselves up to win the business by differentiating the value of our advantages from the competition and by quantifying the value created. All that is left to do now is effectively communicate the value that will be created.
Welcome back to our latest installment of A Sales Leader’s Guide to Selling Value blog series. At this point we have established the importance of:
- understanding the customer’s business
- how to solve the customer’s business challenges
- differentiating the value created
to executing a value creation selling approach. It is time now for Key #4, Quantifying the Value Created.
Value Creation Selling is about creating mutually beneficial value. So far in our blog series, that is what we have done. By understanding what the customer values most and solving the customer’s business challenges, we have created potential value for their business and our business as well. However, we still have not done anything that the competition could not have also done. That is why Key #3 to a Sales Leader’s Guide to Selling Value is so crucial: Differentiating the Value Created.
In this installment of A Sales Leader’s Guide to Selling Value, we are going to talk about the second key to executing a value creation selling approach which is solving the customer’s business challenges. However, before we get into the details of Key #2, let’s review why Key #1, Understanding What the Customer Values Most, is so critical to value creation selling.
Have you ever been solicited by a sales person offering you a solution to problems or challenges you did not have? For most, the answer is yes. When this happens, the sales person is assuming or guessing you have certain challenges because you fit a certain profile. Then, they jump to offer you a solution which addresses a challenge that you don’t actually have. To execute a value creation selling approach, the key is to provide the customer solutions that help the customer overcome their most pressing challenges. The only way to do that is by completely understanding what the customer values most.
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