Value selling is all about truly understanding what the buyer needs and wants while being able to propose and deliver a solution that
is the perfect fit for their unique situation.
There are all sorts of articles with sales advice on how
to ask buyers the right questions that will give you the information you need
to craft the ideal value-added solution. However, here are three tips that can
matter a great deal to your customers that are typically absent from the
current literature:
- Be sure you are up to date. The “what has changed” question allows you to adjust accordingly. A returning customer may not need just what you delivered before and you may have made some significant changes in your offering. Have a “catch-up” conversation to review any changes or new developments before you begin planning.
- Check on the priority of the problem. The “why now” question is important so you know their schedule and can set yours. The “compared to other priorities” question lets you know where things stand. For example, one VP of sales recently listed four big sales and marketing initiatives during a sales call. We asked how they ranked in terms of priority and were surprised to learn that the impetus for the original meeting ranked last. We were even more surprised to learn that only one of the four was in the “top 10 list” of company priorities. This knowledge allows you to focus your team and your client accordingly.
- Ensure the fit is a good one. The “what works best for you and your company” question confirms if your approach and your customer’s culture are compatible. It is better to learn upfront if you have a similar direction in mind.
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