How to Add Value to a Sales Transaction


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Every inter­ac­tion with a cus­tomer is an oppor­tu­nity to serve and to add value to the com­pany brand. Each indi­vid­ual, young or old, male or female, has the same core val­ues. Sales train­ing will teach employ­ees how to pin­point a customer’s val­ues and encour­age a pur­chase by align­ing the desired value with the appro­pri­ate prod­uct or service.

Six Uni­ver­sal Cus­tomer Values

The fol­low­ing six val­ues are com­mon to every­one, and the goal is to match these val­ues to a prod­uct or ser­vice offered at your business.

  1. Time. Every­one wants to save time and/or use time more efficiently.
  2. Wealth. Every­one wants to have more money.
  3. Esteem. Every­one wants to look good, be healthy, feel smart, etc.
  4. Ease of use. Every­one wants prod­ucts that are easy to use.
  5. Con­ve­nience. Every­one appre­ci­ates quick and easy access to prod­ucts or services.
  6. Secu­rity. Every­one wants to feel safe and secure.

Match Value to Ser­vice or Product

Sell­ing is the act of serv­ing cus­tomers. To sell well is to meet your cus­tomers’ needs, solve their prob­lems, and ful­fill their desires. The most effec­tive way to pro­mote a sale is to align prod­uct or ser­vice options with the customer’s core val­ues. When con­vers­ing with cus­tomers make note of their tone, atti­tude, and what is being said. These ver­bal clues will help you uncover desires, needs, or prob­lems, so you can cus­tomers into the best pur­chase deci­sion, and eas­ily help them see value in your brand.

Good Atti­tude Adds Value

Suc­cess­ful sell­ing has a lot to do with the atti­tude of the employee. An employee with a great cus­tomer ser­vice mind­set quickly builds rap­port with cus­tomers and gains much needed cred­i­bil­ity and trust. Always keep an eye out for prospec­tive employ­ees who dis­play a pos­i­tive, can-do atti­tude. Com­mu­ni­ca­tion skills and prod­uct or ser­vice knowl­edge can be taught. But unless the employee has a cus­tomer ser­vice mind­set and a sin­cere desire to please, these skills alone will not cre­ate a pos­i­tive cus­tomer experience.

There are many ways to add value to a sales trans­ac­tion, but the quick­est route to cus­tomer sat­is­fac­tion, and a suc­cess­ful sale, is to locate a customer’s core value and rec­om­mend the best solu­tion available.

Republished with author's permission from original post.

Rachel Miller
Rachel Miller is the Customer Engagement Manager at Nimble - a simple, affordable social relationship manager.


  1. Your introductory paragraph grabbed my attention, including the quote “Each indi­vid­ual, young or old, male or female, has the same core val­ues.”

    Maybe it has to do with the fact that I’ve just watched a fair amount of the Republican convention and the beginning of the Democratic convention, but based on that alone, it’s hard to agree with your statement.

    Sure, we can distill everyone’s need to time, wealth,esteem, ease of use, convenience, and security, but that’s so reductive that it doesn’t prepare salespeople to discover other core-value components that are arguably highly influential in decision making.


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