Building value selling content into your solution messaging and sales process requires a deep understanding of the difference between ROI and TCO analyses and the right use case for each. If used inappropriately, or not at all, you can lose credibility with customers and hurt your chances of closing deals.
In B2B buying decisions and consumer purchases, humans do not always make optimal or even rational economic decisions, as predicted by Rational Choice Theory. If this is true, why do we continue to preach value-based selling? The fascinating and evolving study of Behavioral Economics may hold the answers.
Societal upheaval over the past year has profoundly changed the buyer’s journey. Beyond mandates and restrictions, buyer behavior has been influenced by declining levels of trust in government, institutions, and other people. The result is that buyers have become less trusting and more firmly rooted in their beliefs.