Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales

Chapter 62. Value Clarity: The Optimal Source of Differentiation

Jeff Thull

Prime Resource Group

In today's turbulent and volatile marketplace, even the most experienced professionals are struggling with the rapid commoditization of their complex, high-value solutions. The complexity of the problems to be solved and the competitive threats we face are increasing at an alarming rate. At the same time, customers are wrestling with mission critical decisions and evaluating solutions that all sound the same and come packaged with a high degree of risk and a low probability of success. Your success demands an exceptional strategy, a clarity of value, and a precise execution that must clearly set you apart from your competition.

Business today is not solution constrained. We have the ability to build and offer many solutions that are capable of delivering substantial value to our customers. The issue that creates far more ineffectiveness is that we are more "diagnose"-constrained. There is a great tendency to leap and present our solution before we connect and quantify our value to our customer's world.

Value remains the most sought-after and least-understood factor in the world of complex sales. The challenges in today's marketplace, and the focus of our work, can be summarized in two words: value clarity. Companies are finding it increasingly difficult to defend their value because it is increasingly difficult to connect it to their customers' real world and quantify it with an amount their ...