Let’s say you want to adopt a value-selling framework for your sales team. That move, in many instances, is going to make sense, because value-selling will allow your team to maximize their efforts and move beyond “price” in ways that bolster their negotiations.
But what are the main elements you should focus on in your quest for this value-selling framework? There’s a range of fundamental principles that guide value selling, but three overarching principles you should focus on first to inform your actions. Read on to learn more about what you need to create a strong framework and build bonds with your clients.
Knowledge Of Your Target Customers
This is where it all begins, knowing what your customer is all about. You’ll need to perform some research so you can learn about your client’s needs (and, as a result, how you can supply those needs). You’ve got to drill down into the info at your fingertips to determine what your customer is trying to achieve, their business focuses, recent events that might sway their decision-making, what competitors they may be considering, etc.
And it’s not just enough to simply know these things, you’ve got to start shaping your plans and actions around them. Part of this is gathering information about how your product or service provides value in answering their challenges and providing a long-term, enjoyable experience (more on that later). Another part of your knowledge base, though, should be how you can mold your approach to fit their buying processes instead of making them conform to your sales process. It’s a way of reducing irritation and easing your way to the sale.
Distinctive Value For Target Customers
If you can’t provide a distinct, unique value for potential customers, then you either have to change that or break off pursuit of that particular client. In order for your product or service to shine, it has to offer (or be perceived as offering) a higher-value approach for solving that customer’s problems than your competitors (otherwise they’ll just choose a competitor).
Another way to think about it is this: what is your unique selling proposition (USP)? Think of it in terms of superiority your product or service has over other options that exist on the market. You can gain this knowledge by asking a few simple questions, such as the main problems your solution is aimed at and how it tackles those in a way that others have missed.
Clear Communication Of Value
It’s one thing to possess the value that a prospect is looking for, but it’s a moot point if you’re unable to communicate that value in a manner that is convincing. You’ll need to be able to create the perception of value in every interaction you have with your customers, and be specific about your offerings so they understand the unique position of your brand and how you both stand to gain when they choose you over competitors.
This isn’t always an easy proposition, but it’s vital if you connect with decision-makers and get your products and services noticed. Throughout it all, remember to respect your prospects’ time, be clear about what you’re communicating, and be flexible so you can meet them where they are.