Technology has made connecting with buyers more accessible than ever. Still, this ease has also made it difficult for sellers to stand out from one another. With so much noise in the market, prospects can afford to be extra selective with whom they give their time. To win a sale, sellers must learn to deliver value quickly when interacting with potential buyers if they hope to rise above the competition.
Value selling is the concept of focusing on the benefits a product or service will have on a buyer rather than just pitching the product. This approach aims to guide customers in seeing the value your product or service will bring to their organization. By understanding the customer’s pain and framing your product or service as the solution, the buyer can decide based on the potential value the product could provide. Value selling instills a level of trust and confidence that allows buyers and sellers to work together more effectively, close deals, and maintain loyal, long-term client relationships.
The value selling methodology prioritizes a customer-based approach, where sales reps act as consultants to ensure that each buyer’s needs are met. Value selling is not just about showing a product's value; it also includes guiding each buyer through the sales process and delivering value along the way. After learning about each company or buyer, building trust, and understanding their needs, sales reps can best customize and position a solution to provide the most value.
To successfully deliver on value-selling, sellers must understand their buyer, be knowledgeable about their own product and offerings, and take the time to thoroughly explain how and why their solution is the best option.
While sellers can add value to their pitch in different ways, they must be mindful of the needs and motivations of the customer they are selling.
Here are some examples of how sellers can practice adding value to their approach:
companies usually look for ways to make more money. If a product can enable them to do so, it holds value. In this instance, sellers must learn to effectively show how their product will make the customer more money.
If your product can save a buyer money, make it known during your pitch. Maybe they currently use a product similar to yours at a higher price– doing the leg work to be knowledgeable on the market and competition can help sellers set themselves up for success.
Some customers simply seek a way to outcompete other top competitors in their market. If that motivates the buyer, sellers must position their product to show the additional benefits and features it provides.
Some buyers find value in a product’s reliability, security, and how it will improve the safety of their current processes. In these cases, sellers should highlight how their product can reduce or eliminate other negatives for the buyer.
Subjective value can be challenging to define and measure– some buyers may find value in innovative and new products. In contrast, others may find value in exceptional customer service and experience. Because different buyers may find value differently, understanding the buyer is even more critical here.
Finding a way to add value can be easier when sales professionals can execute an adaptive approach and understand each buyer deeply. When implemented in an adaptive selling approach, Value selling tactics enable sales teams to qualify leads more effectively, become highly-skilled communicators, and quickly personalize the sales process for any deal.
Value selling places a high priority on connecting with buyers and providing an excellent, personalized customer experience. Because of this, value-based selling is highly effective for building trust and long-term, loyal customers.
When sellers focus on the unique needs of the potential buyer and personalize their pitch to position their product in a way that will resonate with the buyer, they more effectively can deliver value. By providing value upfront, understanding the buyer, and being intentional about explaining their product, sales reps can more effectively qualify leads and close deals.
Value selling requires both effort and skill; for some sellers, it can be challenging to adjust their approach accurately to fit the customer. Using Crystal can be helpful here, as it identifies the DISC personality type of prospects and offers coaching to quickly adapt your selling approach.
Rather than relying on perception alone, sellers can utilize Crystal and learn how to communicate, address motivations, and pitch their product effectively.
Because each individual has unique backgrounds, personalities, motivations, and preferences, effectively delivering value can look different depending on each buyer’s DISC personality type.
Let’s see it in action…
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Understanding these differences is key to successfully adapt your selling strategy and practice a value selling approach.
Value selling encourages sellers to form strong relationships with buyers and understand their unique needs and pain. In doing so, sellers can more effectively position their product as a viable solution, build trust, and close more deals. Using DISC methodology and an adaptive selling strategy, sellers can quickly cut through the noise and implement a value-selling approach in their outreach more effectively.
Every prospect has their own communication style, preferences, and concerns, which means every sales interaction needs to be personalized. You can be prepared by understanding your prospect’s personality and changing your communication to fit their preferred style.
Learn how Crystal can elevate your sales operations