Value Creation—The New Selling Imperative
2.5 Explain how value-added selling strategies enhance personal selling
We have defined value-added selling as a series of creative improvements within the sales process that enhance the customer experience. The information economy will reward those salespeople who have the skills, the knowledge, and the motivation to determine how to create value at every step of the sales process.
As Figure 2.6 shows, value creation begins with an understanding of the customer’s value needs. Salespeople can create value in many ways: establishing a relationship based on trust, carefully identifying the customer’s needs, and identifying the best possible product solution. In the case of a complex sale, understanding ...
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