How to Use Value Based Selling

In today’s competitive marketplace, sales organizations are facing a major challenge. Customers expect more value and sales reps are struggling with delivering it. It’s imperative to have a value-based selling strategy in place. Value-based selling prioritizes the customer’s needs and the value a product provides. 

Sales reps take a consultative approach to sales and understand the customer’s needs instead of just pushing a product.

In this blog post, we’ll explore the concept of value-based selling, how to implement it, and why it’s a game-changer for both parties.

What is Value-Based Selling?

Value-based selling is a customer-focused approach that prioritizes the customer’s needs and the value a product provides. Instead of just pushing a product, sales reps build a relationship with the customer to understand their needs.

For instance, let’s consider a sales rep selling project management software to a construction company. Rather than just presenting the software’s features and benefits, the value-based selling approach involves understanding the company’s project management challenges and pain points.

The sales rep tailors their presentation to show how the software addresses those specific challenges and provides real value to the construction company. This turns the sales process into a partnership where both parties benefit.

The customer feels heard and valued and the seller builds a strong and trustworthy relationship. And, the result is a more meaningful and mutually beneficial sales experience.

How to Use Value Based Selling

1. Building Strong Relationships.

Relationships are a key component of successful value-based selling. To establish a relationship with your prospect, invest time in understanding their unique needs, motivations, and challenges. Gather this information through research, conversations, and interactions.

Tips for Building Relationships with Prospects:

Understand their role and background — Knowing your prospect’s career history can give you insight into their current role and decision-making process. For example, a new prospect might be more open to learning, while a more experienced one may be focused on efficiency.

Common connections — Having a mutual connection can help build trust and provide valuable insights into your prospect’s pain points and how you can offer value.

Meaningful conversations — Get to know your prospect by having conversations that dive into their needs and motivations. Ask questions, listen attentively, and use this information to tailor your approach and offer the best solution.

2. Offering Solutions That Fulfills Their Need

When selling, don’t forget the customer’s problem or need. If they don’t have one, they won’t be in the market. To sell your product as the solution, you must understand and clearly articulate why it’s the answer.

Ensure the benefits of your product are easy to understand and relevant. Ask yourself:

  • Does your product streamline processes and boost efficiency?
  • Do you offer comprehensive, free training for quick adoption?
  • Does the purchase come with free software upgrades?
  • Are there any unique features that set your product apart?
  • Is your product backed by positive customer reviews and testimonials?

Highlight these points, aligning with the customer’s needs, for successful sales conversations.

3. Assisting Customers in the Decision-Making Process

As a sales professional, the customer’s decision-making process is at the forefront of your role. By adopting a customer-focused approach, you can become a trusted advisor. Provide innovative solutions and strategies to benefit the customer. However, avoid dictating their decision.

To make the customer feel in control:

  • Ask questions.
  • Offer options.
  • Listen attentively.
  • Avoid high-pressure tactics.

By following these tips, you guide the customer through the process with pressurizing the prospect. Enable them to make a confident and informed choice. For example, if the customer inquires about a course of action you wouldn’t usually advise, share a relevant case study. It empowers the customer to retain control and enables you to help them in their buying process.

4. Listening carefully to your potential clients

If you’re determined to apply the value selling approach, you must listen to your prospects before responding (as mentioned above). 

Although having in-depth knowledge is vital, sales representatives may mistakenly feel that they already comprehend their prospect’s requirements. As a result, they may immediately start their sales pitch without giving prospects a chance to voice their thoughts. This is a grave error for two reasons:

It puts the spotlight on you rather than the prospect. Value-based selling must always focus on the prospect’s needs. One simple way to achieve this is to allow prospects to speak.

Your research may not always be accurate. For instance, your prospect may share cat videos on Facebook, but it doesn’t necessarily mean they’re fond of cats. Let prospects take the lead so you can gain a clear understanding of their problems.

Call your prospects and listen attentively to them. Encourage them to share their current circumstances and the challenges they encounter on a daily basis. This will help build their trust in you, overcome sales objections easily and give you a deeper insight into how you can offer value to their situation.

5. Maintaining a friendly demeanor

As you delve into value-based selling, it’s crucial to maintain a friendly and approachable tone when interacting with your potential clients. That demonstrates your genuine interest in them and that you’re not just trying to sell them something. Here are a few tips to help you stay friendly:

  • Engage with open-ended questions — The questions you ask your potential client should be aimed at truly getting to know them, and they should all require answers that require some explanation. Try not to ask questions that can be answered with a simple “yes” or “no.”
  • Perfect the art of casual conversation — Although casual conversation may be daunting for introverts, it can be a powerful tool for building trust with your potential client. When in doubt, talking about their professional interests and responsibilities or upcoming events they are planning or attending can be effective topics to bring up.
  • Speak as if you’re talking to a close friend — Your ultimate goal is for the potential client to feel like they’re receiving advice from a trustworthy advisor. Deliver your content in the same manner you would to a close friend to make it personable and relatable.

If you’re seeking helpful conversation starters, this post is packed with great tips and examples to get you started.

6. Being Genuine and Sincere

Genuineness and sincerity should be your guiding principle in every encounter with prospects. Show them you’re attentive and interested, not just trying to fill your sales quota.

People’s buying decisions aren’t based on logic alone. They want a product or service that elicits positive emotions, that makes them feel good.

Value is what customers see in a product. The benefits they derive from it. Highlight these benefits in your interactions and make a personal connection.

Remember Maslow’s Hierarchy of Needs? People crave a sense of belonging, acceptance, and validation. By tapping into these fundamental desires, you can establish strong, trusting relationships with customers. Trust is the foundation of long-lasting business success.

To conclude, the value based selling methodology is a customer-focused approach that prioritizes the customer’s needs and the value a product provides. By creating strong relationships, offering solutions that fulfill their needs, and maintaining a friendly demeanor, sales representatives can improve the sales process and turn it into a partnership where both parties benefit.

Learn the art of value-based selling

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