Prove is the umbrella over the WIIFT steps, reminding us that we must consistently and systematically prove ourselves and the value of our solution in each conversation. Proving your value and that of your solution is not a onetime occurrence; value is assessed by your buyer throughout the entire relationship.

Value is a subjective aspect of selling anything. Whether you have a tangible product or a service, the real value of what you are selling is determined by your buyer—not by you or your marketing department. You do, though, play a major role in proving value to the buyer. Your ability to provide the right proof at the right time reduces pricing concerns, profit margin erosion, and the objections you need to work through. ...

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