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4 Keys to Differentiate on Value

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Buyers are faced with a double-edged sword. On one side, they have more alternatives available to them in today’s hyper-competitive market. On the other side, it is increasingly difficult to determine which is the best and most valuable option to choose.

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4 Keys to Differentiate on Value

  1. 1. 4 Keys to Differentiate on Value Julie Thomas President & CEO, ValueSelling Associates, Inc. Complimentary Webinar February 15, 2018 This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey any rights to reproduce or disclose its contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or use without specific written authorization of ValueSelling Associates is strictly forbidden.
  2. 2. © ValueSelling Associates, Inc. 2018. All rights reserved. 2
  3. 3. © ValueSelling Associates, Inc. 2018. All rights reserved. Do you believe your solution is different? Absolutely no differentiation? Difficult to differentiate? Easy to differentiate?
  4. 4. © ValueSelling Associates, Inc. 2018. All rights reserved. A tally of your unique capabilities Different Expand your buyer’s requirements to prioritize your unique capabilities over your competition So what? Successfully connecting your unique capabilities to prospect’s problems Differentiation Smart seller uncovers additional problems that create need Competitive differentiation
  5. 5. Agenda © ValueSelling Associates, Inc. 2018. All rights reserved. The current situation What needs to change How to… - Get your customer’s attention - Create need for your differentiators - Uncover the value of that difference - Proactively differentiate
  6. 6. Situation: The Planet © ValueSelling Associates, Inc. 2018. All rights reserved.
  7. 7. The current situation Fewer opportunities → To succeed, a higher close-rate is required → To achieve margins, we need to be perceived as unique Most markets are saturated → Flooded with lower priced competition → Competitors sound the same → Buyers are savvy on the skill of “non-differentiation” → It is all about us…. NOT © ValueSelling Associates, Inc. 2018. All rights reserved.
  8. 8. © ValueSelling Associates, Inc. 2018. All rights reserved. Its all about RISK
  9. 9. © ValueSelling Associates, Inc. 2018. All rights reserved. The sales cycle is getting complicated Power shift Competing for capital Exposed weaknesses in sales execution Where’s the value?
  10. 10. © ValueSelling Associates, Inc. 2018. All rights reserved. Customer-speak "TTM" "TCO" "ROI" "TTR"
  11. 11. © ValueSelling Associates, Inc. 2018. All rights reserved. Implication to the field Behaviors/skills/competencies Differentiation often has to go beyond product/capabilities The “value dialogue” must be meaningful and relevant
  12. 12. © ValueSelling Associates, Inc. 2018. All rights reserved. Success grounded in business knowledge Competitive advantage is more than product information It’s how you sell…becoming problem experts Our position
  13. 13. © ValueSelling Associates, Inc. 2018. All rights reserved. The flip-flop approach Understanding what causes people to “listen” Reverse-engineer your dialogue to get their attention Connect your solution to the prospect’s problems Applying the science of differentiation to your marketing messages: Custom brochures, proposals and communications
  14. 14. © ValueSelling Associates, Inc. 2018. All rights reserved. The Value Buying Process™ Business Issue Problem Solution Value Power Plan Differentiated VisionMatch™ Confirm Confirm Qualified Prospect = Differentiated VisionMatch x Value x Power x Plan®
  15. 15. © ValueSelling Associates, Inc. 2018. All rights reserved. Five areas of differentiation Customer experience Capabilities/ products Risk mitigation/ brand Terms & conditions Price
  16. 16. © ValueSelling Associates, Inc. 2018. All rights reserved. “Tee up” your differentiation Customer recognizes need Business issue/s 1 Customer shops for a solution2 Smart seller uncovers additional problems that create NEED Uncovers additional problems Reduces competition Increases revenue and margin 3
  17. 17. © ValueSelling Associates, Inc. 2018. All rights reserved. So what?
  18. 18. © ValueSelling Associates, Inc. 2018. All rights reserved. The Value Realization Challenge Customer’s Business Objectives Business issues Problems Solutions Value realized by customer
  19. 19. © ValueSelling Associates, Inc. 2018. All rights reserved. Hard Value Quantifiable Values ROI (Tangible) Developing Customer Value Business Value Personal Value Soft Value Strong sales argument (Intangibles) Priceless Value WIIFM (Intangibles)
  20. 20. © ValueSelling Associates, Inc. 2018. All rights reserved. Competitive Differentiation Lack of differentiation seldom indicates poor product or service Usually means we failed to find out what was important to customer’s business In today’s fast-paced competitive market, a customer rarely figures that out for themselves
  21. 21. © ValueSelling Associates, Inc. 2018. All rights reserved. A tally of your unique capabilities Different Expand your buyer’s requirements to prioritize your unique capabilities over your competition So what? Successfully connecting your unique capabilities to prospect’s problems Differentiation Smart seller uncovers additional problems that create need Competitive differentiation
  22. 22. © ValueSelling Associates, Inc. 2018. All rights reserved. How to differentiate yourself Expand your buyer’s requirements to prioritize your uniqueness over your competition 1 Develop value of your differentiators in minds of sales reps AND customers 2 Cultivate concrete answers to your customer’s key business issues with you as their trusted advisor 3
  23. 23. © ValueSelling Associates, Inc. 2018. All rights reserved. Call to action Expand your buyer’s requirements to prioritize your unique capabilities over your competition Step 1: Determine where you are different or better than competitive alternatives Step 2: Ask yourself: “So what?” Step 3: Create specific questions to uncover need for those differentiators Uncover the Business and Personal Value of your key differentiators
  24. 24. © ValueSelling Associates, Inc. 2018. All rights reserved. 242/15/2018
  25. 25. © ValueSelling Associates, Inc. 2018. All rights reserved. Questions?
  26. 26. At the end of today’s webinar Go to valueselling.com > resources > webinars to download today’s slides © ValueSelling Associates, Inc. 2018. All rights reserved.
  27. 27. Based on the globally-proven ValueSelling Framework® Gain access to and prepare for meeting with executive decision makers. Fill the funnel, engage buyers and get more meetings with a repeatable, cadence-based approach. © ValueSelling Associates, Inc. 2018. All rights reserved.
  28. 28. Follow us! ValueSelling- Associates ValueSellingAssoc ValueSelling Associates @Valuselling © ValueSelling Associates, Inc. 2018. All rights reserved.
  29. 29. Thank you! © ValueSelling Associates, Inc. 2018. All rights reserved. Julie Thomas | President & CEO julie@valueselling.com +1 858-759-7954 https://www.linkedin.com/in/julieathomas/

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