The Power of Value Selling

14Creating Brand Advocates and Customers for Life

Devon is in his third year as an account executive at a mid‐size CRM company—he enjoys the work, his coworkers, the culture, and the workflows that help him stay on track and balance the demands of filling the pipeline, maintaining the pipeline, and retaining current customers. Whether he's walking through light snow in the winter with the heavily salted streets crunching under his Chelsea boots or cruising along the canal on his bike in spring, the sight of his company's logo as he rounds the corner onto Third St. is always a welcome sight. Sure, he has his good and bad days like the rest of us, but almost every day he arrives at work energized and hopeful.

What makes it such a good fit?

As the former power forward on his college basketball team with a degree in organizational psychology, Devon thrives in the fast‐paced, structured, and team‐oriented environment that this CRM company provides—not to mention the playbooks. This company has a playbook for everything. There's a playbook for constructing sales cadences, cold‐calling, onboarding new customers, monitoring platform usage, and, of course, one for renewing contracts.

Don't worry—as usual, Devon is on it. When he sold this account last September, he set the alert in his CRM for a 6‐month check‐in and one for a month out from renewal. The 6‐month meeting went well. The client had absolutely zero complaints, and the system showed that all 20 user seats were active on a ...