Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition

CHAPTER 5

The Value-Added Selling Process

In Chapter 4, you read about the Critical Buying Path. You learned how to sophisticate the buyer’s decision process. You want to encourage buyers to make long-term, value-oriented buying decisions. Many of the problems salespeople encounter come from a short-term, transaction-oriented mentality, either on their part or on the buyer’s part. This transactional approach means that buyers and sellers go from deal to deal and from order to order. They view each other as a necessary cost of doing business.

In Value-Added Selling, buyers and sellers view each other as partners. Value-Added Selling is a philosophy and a process. It’s more than a sales call. It’s a way to contribute maximum value to, and extract ...