Sales organizations are facing several challenges. Sales organizations are providing similar solutions using the same message. Products, companies, and even salespeople have become a commodity. Sales organizations fail to stand out. Organizations are too quick to say, “Me too,” instead of “Surprise, we’re different.” Customers are left thinking all the solutions are the same. To be different and succeed, sales organizations have to compete on the total value of their solution.
Introduction to Value-Added Selling
Value-Added Selling is a content-rich message of hope: You can compete aggressively and outsell the competition while maintaining your profitability. The theme of this customer-oriented philosophy is Add value, not cost; sell value, not price. Value-added salespeople are more focused on making a difference than just making a deal; they know that a cheap price is not the only way to compete—they compete with their total value-added solution.
This is a conceptual and strategic overview of Value-Added Selling. The purpose of this session is to sell the group on the value-added philosophy and gain their full commitment for implementing this strategy. Here are the topics covered:
- The value-added philosophy
- How to define value
- Identifying your value-added
- The profit impact of value-added
- The 3-dimensions of value
- Introduction to the Critical Buying Path®
- The Value-Added Sales Process®
- How to sell the value-added solution
Value proposition for this module: When your team embraces the value-added message, they will learn to compete aggressively on the total value of their solution. Your team will embrace a unifying philosophy and learn how to proactively take control of that sales conversation and guide it down a path of value.
The sales process is an exchange of information, ideas, and hopefully money. Salespeople will send the customer a message by what they say and do. The customer will continue this exchange if the message is compelling. In this opening module, they will learn how to articulate the message to the customer. Here are the topics covered:
- USP – Unique Selling Proposition
- Value Proposition
- Elevator Speech
- VIP List
Value proposition for this module: When your salespeople apply these messaging principles, they will effectively communicate a compelling message that highlights your uniqueness. They will also learn how to surround the customer with the right message.
The first phase of the Value-Added Selling process is focus. In this module, we teach your salespeople to focus on the right business, build a plan for these accounts, and understand their needs. Here are the topics covered in this module:
- Identifying viable sales opportunities
- Approaching these opportunities
- Understanding customer needs
Value proposition for this module: When your salespeople embrace these focusing strategies, they will focus on the right business, focus on the right decision maker, and develop a strategy to penetrate target opportunities.
Persuasion is about building and perfecting your image, creating distance between you and the competition, and convincing the customer that your solution is the best alternative. Here are the topics covered in this module:
- Market positioning
- Differentiating your solution
- Presenting your value-added solution
Value proposition for this module: When your salespeople adopt these persuasion strategies, they will create maximum distance between their solution and other alternatives.
In this phase of the Value-Added Sales Process, you support the customer and provide a smooth seamless transition. The after-market strategy is about supporting the customer and creating more value for the customer. Here are the topics covered in this module:
- People and process support
- Relationship building
- Continuous value improvement
Value proposition for this module: When your salespeople embrace this support strategy, they will provide a smooth, seamless transition and create more value for the customer.
The Value-added Sales Call
The value-added sales call is the tactical execution of the value-added sales process. This is a step-by-step execution of the process in front of the customer. Here are the topics covered:
- Opening with impact
- Customer needs analysis
- Content areas of probing: S-C-P® Formula
- Multi-level customer needs
- Presenting your company’s solution with style and substance
- Closing strategies and handling customer resistance
Value proposition for this module: When your salespeople execute the value-added sales call, they will have an established process to guide their sales efforts.