How to Communicate Value to Buyers, Buying Committees & Finance Teams

The most effective way to motivate buyers is to quantify a solution’s value.

While marketing and sales organizations often produce rich content that supports various aspects of the buyer’s journey, they often fail to communicate value as a bottom-line differentiator. When this happens, they lose an important opportunity to persuade buyers and business decision makers.

In order to capitalize on this opportunity, value must be communicated to three distinct audiences: buyers, the buying committee and the finance team. Each group has a unique perspective, and their interests must be clearly addressed by your sales reps.

How to Use Value Selling to Become a Trusted Business Partner

Traditional marketing wisdom tells us that building customer relationships begins with the sales process. Every product, company and industry has its own unique journey, and it’s our job as B2B solution providers to establish trust, credibility and value every step of the way.

Breaking through the obstacles in today’s buying processes is best achieved through value selling. Many sales teams now sell to diverse committees, often with stringent corporate oversight. And they are challenged to break through the noise as buyers conduct their own research before contacting vendors. To close more deals and build profitable, long term relationships, embrace a smarter value selling process and a change in perspective from vendor to business partner.

How to Use Value Selling to Dominate the Buying Process

A challenging new B2B sales paradigm has emerged from today’s volatile economy and marketplace. The buying process is now longer and more complex, and is often conducted without direct vendor participation until very late in the game, making it harder to capture the attention of buyers and decision makers.

A Smarter Value Selling Process: Flip Your Sales Pitch

Has your sales cycle grown longer and more complex? Are you challenged by new buying behaviors that exclude you in the early stages of discovery? Chances are you’re also faced with more restrictive corporate and financial oversight, which shifts purchasing authority to CFOs and inter-departmental committees.

How can you get the attention of buyers and decision makers in such a dynamic sales environment? A proven approach is value selling, a strategy that develops distinct sales messages focused on the bottom line. When all is said and done, prospects want to know how investing in your solution helps save money, increase sales and revenue, and achieve pertinent business goals.

3 Strategies for Improving SaaS Customer Retention Rates

As customer acquisition costs continue to rise, many forward-looking SaaS providers are focusing on customer retention to reduce their churn rates. In a SaaS environment, the initial purchase is just the beginning of your relationship with a new customer. You must keep earning customer loyalty to ensure high renewal rates and avoid the financial and reputational damage of churn.

SaaS agreements are a continuous sales process. Despite some differences in selling strategies, the bottom line motivators for both sales and renewals are value and cost. Keeping these aligned with customer expectations requires diligence and ongoing attention that results in higher customer retention rates and overall satisfaction. 

How to Weave Value Selling into Your Storytelling

Everyone loves a good story – from fables and folktales to case studies and compelling copy in marketing campaigns. A well-crafted story clearly illustrates how your solution adds value to an organization, and elicits a positive emotional response from the reader. If you can help readers visualize the benefits of your product or service, you are many steps closer to closing the sale.

Good storytelling is both an art and a science that helps you rise above the noise and distinguish your offerings from the competition. Weaving value into your sales and marketing messages elevates your story from the requisite facts, figures, costs and benefits to a confident depiction of how your solution helps people and organizations succeed. It enlivens the conversation and engages prospects in the outcome rather than focusing on the process to get there.

Use Value to Achieve Consistent Revenue Growth

Many sales and marketing teams at B2B technology and manufacturing companies fail to maximize the total value of their offering. Consequently they restrict their capacity to achieve profitable revenue growth.

Sales and marketing teams are not necessarily doing this on purpose. However, during our ten years of working with B2B sellers and marketers, it’s become apparent that many people talk about value without truly understanding it or how to leverage it as an integral part of a winning business strategy.

Sharpen Your Sales Tools with Value Selling Models

Your prospect has already visited your website, perused your online content and seen a demonstration of your product or service. What do you do next to convert an active inquiry into a sale?

Prospects must understand the short and long term financial benefits of your solution if they are to make a positive purchase decision. This can be a challenge, as many focus on direct acquisition costs and compare them to the cost of what they’re already doing. Such analyses can be short-sighted and inaccurate because they omit the incremental value delivered by a new solution.

3 Ways to Rev Up Your B2B Demand Generation with Online Calculators

Most marketers would agree—effective B2B demand generation revolves around three things:

  • Customizing the message
  • Encouraging involvement
  • Demonstrating financial benefits

Fortunately, online value calculators do all three. In fact, every day, sales reps use these calculators to successfully shorten the sales cycle and close deals. And many (if not most) B2B marketers have a calculator or two parked on their corporate websites.

But imagine the power of online value calculators when they are put directly in front of a larger group of prospects. Easy-to-use calculators that ask a few simple questions are a great way to help your prospects take the first step in understanding the value your solution can bring to their business.

Find New Growth Opportunities by Expanding Your Market Definition

If you’re trying to find new opportunities in a market, it doesn't necessarily mean you have to expand your product line. First, expand your perspective.

Why do I say this? To paraphrase Harvard marketing professor Theodore Levitt, people don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole. In other words, look at the market from the perspective of the problem that you solve.