I recently came across this insightful blog post, How to Sell Value to Your Customer, that outlines a four-step process on how to sell on value. I want to take the last two steps and point you to some real life examples that might help you better relate to the points and achieve B2B sales success.
Step 3 – Identify Specific Values
This step really comes down to finding, for whatever problem your solution solves, where and how that problem manifests in your prospect’s organization. Read The Hidden Cost of Office Printing and Scanning: The Nuance Story to learn how one of my clients successfully addressed that challenge.
Step 4 – Quantify the Value
I would like to take point this a bit further. I believe that you not only need to provide an estimate of your offering’s value that is conservative to maintain credibility but also that the estimated value has to be something your customer believes. Your conservatism does no good if your prospect is even more conservative. It’s always a good idea to start with an industry benchmark or proof point if possible, but don’t let the conversation end there. Spend time with your customer until he or she is on board with the projected value. Read Success Story: How One ERP Vendor Proved Value to Prospects to discover how one of my clients used an ROI calculator to do just that.
When it comes to B2B sales, how do you sell on value? Share your thoughts in the comments section.