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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In the opening blog to the series, A Sales Leader’s Guide to Selling Value, we established how value creation selling can enable your business to be viewed as strategic to your customer’s business and enable the creation of mutually beneficial value. The creation of mutually beneficial value can mean competitive advantages for your customers and increased customer loyalty, higher win rates and increased deal sizes for you. In order for your sales organization to execute a value creation selling approach, they must understand what the customer values most.

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