Articulating Your Value


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As we’ve discussed in the first four parts of this series, Seller Deficit Disorder is caused by your prospects believing that you don’t understand their needs. It’s the disadvantage that keeps you from making sales.

So far, we’ve talked about the importance of asking your prospects two-sided discovery questions, truly listening to their answers, gaining access to top decision-makers, defining value in the eyes of the buyer and differentiating your company from competitors’. This time, we’ll talk about the final symptom of Seller Deficit Disorder – you aren’t clearly articulating the value of your product or service.

Symptom No. 5: You Aren’t Clearly Articulating Your Value

Anyone can talk about a product or service’s features, benefits and costs. But the real key to sales success is being able to express the value of your offering to a prospect.

This idea can stump a less-skilled sales professional. After all, value can be a vague concept — what is important to one person may not be vital to another. If you’ve asked the right two-sided discovery questions and really listened to the answers, you should already have a clear idea of your prospect’s main pain points.

The crucial next step is being able to describe the value of your product or service in a way that resonates with the buyer. To do this, you need to 1) have the tools to understand and describe the value of your offering, and 2) have your company’s entire sales force aligned around a common approach that clearly articulates and delivers the company’s value proposition.

This is essential. By having the language and skills to describe your value proposition embedded in your language, you are completely prepared — “audible ready” — to tie the value of your product to the customer’s most pressing business needs.

What are your best tips for articulating your company’s value? Leave a comment or contact me directly with your ideas, feedback and questions.

John Kaplan
John Kaplan, Managing Partner at Force Management, LLC, has over 2 years of experience as a sales executive for large multi-national corporations in sales leadership and execution, corporate strategy, training and development and national account management. Force Management offers customized sales consulting and training services.


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