How to Sell Value to More Sophisticated Customers

Even those salespeople who have been steeped in the value selling sales process (uncovering the customer’s need and providing a customized solution) are finding that their approach can fall completely flat. What is going on and how should they adjust how they sell?

Many clients have learned not only how to define their own problem but, with so many research tools available today, have determined their own solution before they ask for help. This is great for them, but it begs a different approach for sales reps working in this more sophisticated environment.

Here are three shifts to make in your value-based selling sales process:

1. Engage earlier. Look for customers whose organization is changing so rapidly that they don’t yet fully understand their problem or need.
   
   
2. Go High. Identify higher level buyers who may question your solution rather than simply answer your questions and feed you information.
   
   
3. Provoke. Rather than interrogating your clients on how they buy and what they need, coach them through the purchasing process and provide fresh and provocative insights.