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The art of selling value

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Most companies only consider their customers rational behavior, however, the key to successful value-based selling is understanding the difference between what people say they want – their explicit wants, such as lower prices - and what they are implicitly asking for, which could be recognition that they’re important, want genuine dialogue and feel the need to be taken seriously. Emotional understanding goes beyond the obvious explicit requests.

The value that customers perceive they are getting from your company therefore depends not only on their rational analysis of the product or service but also on their emotional response (“How will this make me feel?”) and their social response (“How will it make me look?” - “What will others think of me?”).

Published in: Sales
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The art of selling value

  1. 1. THE ART OF SELLING VALUE
  2. 2. VS   What’s the different here? Brand   Commodity  
  3. 3. VS   The difference is Brands delivers value   Commodities competes on price   Mohamed  Yasser  –  Supertalent  
  4. 4. Your  customers  want  you  to  add   value  to  your  experience   To break out of the price trap, you have to work extremely hard at differentiating your offering. Don't learn to sell price! Spend your time learning to create more value than your competitors and focus on showing you can create greater outcomes.  If you believe that lowering your price is the only way to make a sale, you have two choices; either learn how to sell more effectively or get out of sales altogether
  5. 5. Value-based selling are significantly different from traditional sales behavior What Is Personal Branding Means
  6. 6. Here are some concrete differences Product orientated selling •  Sales pitches and features •  Selling to achieve own goals •  negotiate discounts •  Selling what customers say they need •  Is good to sell •  Motivated by getting the order Value-based selling •  Value for the customer •  Achieve customers and own goals •  Discuss value •  Investigates implicit needs •  Is good to help the customer •  Motivated by being successful because the customer becomes successful
  7. 7. The first step in value-based selling is to understand clearly what your customers values
  8. 8. Each customer has his or her own perspective on value
  9. 9. Usually falling into one of the following categories
  10. 10. Partnership - Customers here have a high relationship need and a high information need. They want a salesperson who understands their company and their needs. Transactional - Customers here have low needs for a relationship and low needs for information. They just want the right product at the right time at the lowest price. Relationship - Customers here want a relationship with your company. They need salespeople who have an in-depth understanding of their situation. Informational - Customers here have a high need for information and a low need for a relationship. They know what they want, and they want to be informed and educated.
  11. 11. What customers want in a value-based seller! 80% Hidden Jobs Here are the five characteristics of salespeople customers values
  12. 12. #1 INTEGRITY Ninety-six percent of customers say the No. 1 thing they look for in salespeople is integrity. People want to do business with salespeople they trust
  13. 13. #2 EMPATHY Ability to view life from the customer’s point of view. There isn’t a problem that aggressiveness will get you into that an equally strong measure of empathy won’t get you out of. I CARE  
  14. 14. #3 INITIATIVE This is the habit of being proactive. It’s everything you do for your customers without having to be told to do it.
  15. 15. #4 KNOWLEDGE Customers want to deal with salespeople who know what their business does and what their needs are
  16. 16. #5 COURAGE This is not the absence of fear — it’s the management of fear. Value-based salespeople control fear and instill confidence in their customers by demonstrating their knowledge and good judgment
  17. 17. To deliver more value consider this Experience starts before arriving at store/website   Don’t keep customers waiting and bored!   Pay special attention to the on-boarding process  
  18. 18. …and remember the different buying decisions Rational §  Price §  Quality §  Feature §  Reliability §  Warranty Emotional §  Look §  Feel §  Brand §  Safety §  Fear &
  19. 19. But there’s one more thing Stevenote by Steve Jobs  
  20. 20. TRUST IS KEY Invest the time necessary to understand your customer completely   Be consistent. Earning trust is a time-consuming process, but it pays off   Listen more, talk less. Talking does not build trust but listening does   Customers want to deal with salespeople who know what their business does and what their needs are
  21. 21. Therefore start winning customers by closing sales based on value instead of closing sales based on the lowest price. You can still be a solid competitor without being the cheapest. You just need to sell value, not price.
  22. 22. Thank you   Contact information: thorleif@hallund.com  

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