Who Determines the Value During a Sale?
A sales rep asked us recently, “Who Determines the Value During a Sale?”
We have seen that most solution sellers have absorbed and put into practice the idea that value can trump price. But they often define value myopically…they interpret value from their own perspective and overlook value from the customer’s perspective. Many sales reps then try in vain to convince the customer of “the value” to justify a higher price.
What Top Performing Sellers Do
Top performing solution sellers use only the customer’s unique situation and needs to define value in the eyes of the customer. They then use the customer-defined value to design a unique combination of performance and price to give the customer exactly what they need to succeed. The only definition of value (and success) that really matters in solution selling is value from the customer’s perspective…not the other way around.
How Performance and Price Intersect
When it comes to who determines the value during a sale, one way to think through value from the customer’s point of view is to ensure that your business sales training programs help sales reps understand where two needs intersect: performance and price.
Budget is often a primary consideration for the customer and is a function of both overall resources available as well as the priorities of the business. Mission critical projects will take precedence. Smart sellers know just where their project fits in the customer’s larger business strategy and financial constraints.
A second consideration is performance.
Maybe the customer does not need to roll out the program to all employees…maybe a select audience is all they require. Perhaps speed is of the essence…or cutting edge technology…or proven quality. It is your job to figure out how to enhance your basic offering with only the features a customer needs and wants. Most often, a customized approach to their unique situation is what will differentiate your offering from the competition.
It Is Not About You
In our experience, most salespeople do not invest enough time or energy understanding the unique needs of their client to design a customized solution that truly adds value to their buyer. High performing sellers deeply understand the unique journey each customer goes through before they buy. This understanding allows them to align their sales strategy to what matters most to their buyers.
Understanding the Customer Journey Provides Advantages
Sellers who deeply understand the customer buying process discover and add value at every stage of the buying cycle. For example, when the customer is beginning to shop, the best sellers are helping them to:
When they are ready to buy, smart consultative sellers:
And as the solution is being implemented, the smart value seller:
The Bottom Line
The solution seller who can redefine the concept of value as what really matters to the customer is the solution seller who determines the value during a sale. The more precisely your sales team can meet a customer’s known and unknown expectations, the more they will differentiate themselves as a trusted partner who truly wants the customer to succeed.
To learn more about who determines the value during a sale and how to negotiate value more effectively, download The 2 Most Common Sales Negotiation Tactics to Prepare For
How to Sell Value versus Price
7 Threats to a Positive Company Culture
What a personal and professional pleasure it has been to Partner with LSA. They are truly a strategic partner with Wyse. For more than 5 years, LSA has been engaged in delivering various training and development solutions for Wyse, from custom on-site programs targeting specific core competencies, to working individually with clients to build job skills, and offering invaluable services to me and my team as we continue to build our learning programs. LSA’s representatives do more than sell a product, they offer a full service solution: they understand our business, our strategic initiatives, and the needs of our customers.
Director of HR
LSA has become the gold standard in team building and management training at Genomic Health! I have a hard time finding facilitators that come close to their level of customization, expertise and experience.
Director of Human Resources
We have worked with LSA Global for our learning and development needs and have always had great success. They helped us recently with customized Management Workshops that we held for the second time. It was fantastic, and I would highly recommend LSA to anyone that is attempting to get immediate and impactful improvements.
HR Manager, BU Radiology Informatics
On behalf of Roche and my staff I would like to sincerely thank you for your help with this. The English as a Second Language (ESL) assessment and coaching that you provided for our team was a great success.
I consistently look to LSA Global when I need custom programs put together for my client groups. I can always count on LSA to do a thorough needs analysis and to put together spectacular programs that are well received. Their management development and performance management expertise and professionalism make them one of my top-rated learning and development partners.
HR Program Manager
In my years working with LSA, it seems like I’ve had a personal consultant at my fingertips to help me identify just the right solution to satisfy our needs. The entire LSA team has become a trusted friend of Actel — assuring we provide state-of-the-art learning to meet our complex, high-tech business and people needs.
VNUS Medical has been very pleased with the effective management development programs that LSA Global has delivered for us over the last four years. The programs have been universally facilitated by experienced and best in class instructors. The knowledge gained by our management team has been put into practice very quickly. VNUS is very happy to be working in partnership with LSA because they consistently deliver excellent programs that receive exceptional feedback from our management team.
Cindee Van Vleck
Director Human Resources
LSA’s customized Effective Presentation Skills program has helped me elevate my presentation skills to the next level. I now have a much greater self-awareness of my presentation skills and can leverage off of my strengths while working to improve upon other areas. I would definitely recommend this solution to anyone for whom business presentations are an integral part of their job.
Senior Marketing Manager
I continue to be impressed by the level of leadership development and management expertise and quality of advice and facilitation that LSA has to offer. What a smart and client-centric group of great people who really know how to help leaders attract, engage, develop and retain top talent.
Director, HR Business Partner
LSA helped to meet the needs of my teams within a very narrow timeframe. My team walked away with highly useful management tools and practices. LSA saved us time in delivering the right solution for our specific needs.
Director, Software Engineering, EPG
The LSA Global team was very receptive and flexible to our needs every step of the way. Their staff and facilitator demonstrated attention to detail, responsiveness, and professional courtesy. The participants were thrilled with the outcome and rated the communication skills workshop and the facilitator as ‘Excellent’. I’d highly recommend working with the LSA Global team to meet your professional development needs.
LSA helped us design and deliver a blended learning solution for our leaders to help drive our growth plans in a way that aligned with our specific culture and values. LSA understood our business, had deep expertise in the content areas, tailored the programs to fit our specific needs, and delivered great results. They constantly strive to deliver business impact and align their solutions with our business initiates, culture, and performance management systems. I highly recommend them to anyone looking to take their leaders to the next level.”
Beth A. Taylor
Vice President of Human Resources
We engaged LSA to design and deliver a 6-month custom executive coaching program for a group of our key leaders. The focus of the program was to help a core group of senior leaders to leverage previous investments in management training, to ensure the engagement and retention of key employees, and to push critical strategic initiatives forward. Even with the high expectations of our senior people, LSA has completely exceeded our expectations. I would recommend them to anyone looking to create and implement a custom coaching methodology using proven tools to drive true change.
Senior HR Manager - Staffing, Training, & Development
“We turned to LSA to help us custom design and deliver a leadership and management development curriculum to help drive performance. They have done an excellent job diagnosing the business situation, designing an approach that fits our culture, and delivering a first class solution.”
VP Human Resources
I am very impressed with the quality of work and talent. LSA did a great job of listening to my needs and providing the exact management training program expertise I needed to get the job done.
Director, Business Planning & Analysis
Download key published insights and tools from industry experts highlighting best practices in the areas of talent, strategy and culture.
Want to know how you stack up against leading organizations? Receive a complimentary benchmarking analysis courtesy of an LSA Expert.
Get up to speed on timely solutions critical to your business. Published by LSA Experts based upon client feedback and key industry trends.
First we identify the key metrics you want to improve. Then we assemble a dedicated team of elite experts who have successfully solved similar problems with similar clients.
Stay up to do date with the latest information on how we help high growth companies align their culture and talent with strategy.
Real world consulting and training approaches from LSA projects, providing insights on how your company can outperform the competition.