The Power of Value Selling

3Modern Selling Is ValueSelling (Why Value Is Still Important)

Value is the only thing that matters to the buyer—or is it?

From a sales perspective, it's easy to argue that value‐based selling is more important than ever. At the time of writing, anxiety about the economy has persisted for nearly 3 years, and as a result, the importance of justifying any purchase and building the required business case feels at an all‐time high. Ask any sales leader, and they'll tell you that world‐class sales organizations understand that equipping their revenue teams with a best practice approach, skillset, competencies, and toolset is no longer a luxury—it is imperative.

Where does the disconnect with buyers come from, then? On the surface, you'd think everyone would agree that value is paramount. There are two problems that stand in your way: lack of confidence and complexity.

Historically, we have expected sales professionals to know their products and industries. The premise is that if you can get a meeting, you can pitch your product or service to your prospect. Many presentations had a very formulaic approach with a few common elements—here is the outline:

• Let me tell you about our founder—she is amazing!
• Let me show you a photo of our building—it is amazing!
• Let me show you the “NASCAR” logo slide of all the world‐class companies that have already made the decision to be our customers—they are amazing!
• Let me tell you about my products—they are beyond amazing!
• Blah, blah, blah.