The biggest gap between sellers and buyers is a shared understanding of a solution’s value. This gap leads to long sales cycles or worse, deals that just fade away. Overcoming this chasm can be accomplished using value selling tools, which function as a Rosetta Stone to unlock insights for both sides.
Here’s what I’ve discovered after working with thousands of sellers around the globe for over 20 years: a very small number of sales reps conduct business value conversations with their buyers. This is despite the reality that value selling improves margins, close rates, and customer satisfaction better than any sales strategy out there.
Upselling and cross-selling are strategic sales processes that can increase revenue and market penetration. Once a prospect or customer is “sold” on your product, you have a unique opportunity to provide additional value with enhanced and complementary products, if you fully understand your B2B customers’ needs. Building a solid business case for these opportunities is just as critical as it was for the initial sale.
Much is written these days about the changing nature of B2B marketing. The internet and marketing automation are changing how companies engage customers. Social media is playing a prominent role in shaping customer choices and influencing new trends. Some call these changes “consumerization” of B2B marketing, a potentially game-changing environment for some B2B marketers.