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
Corporate Change Is Personal
SeaTel has found our partnership with LSA Global to be very valuable and beneficial. We turned to LSA to customize a supervisory/leadership solution to meet our needs. LSA delivered a customized top quality solution. I’d recommend LSA Global to any company looking for a best-in-class training and consulting partner.
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
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
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
Harmonic has worked with LSA for over 8 years. We have found their partnership extremely beneficial. We recently implemented a Management Development Program that was designed and customized to support our company’s strategic initiative of hiring, building, and retaining key intellectual property and human talent. We worked closely with LSA to target and implement the right solutions with the greatest impact. I would recommend LSA to any company that’s looking for a trusted training and development partner.
Director of Human Resources
I’ve partnered with LSA Global at two companies now, and I consider them a valuable and trusted training and consulting resource. They recommended just the right solution to address our management development needs and have wonderful facilitators that match YuMe’s culture and style of our management team. I would highly recommend LSA Global to any company wanting to deliver quality learning solutions with a valuable learning and development partner.
Working with LSA Global has proven to be extremely valuable and worthwhile. LSA understands our business, has deep expertise in content areas, and tailors the programs to deliver great results. The facilitator was extremely knowledgeable about Working Globally with India and her energy and passion made the session interesting, fun, and enjoyable for all that attended. The participants walked away extremely pleased along with highly useful practices and tools. I would highly recommend LSA Global to any company that has partners or offices in India.
Human Resources Business Partner
Congratulations on your pro-activity in establishing this program and developing such an effective New Employee Orientation course.
President and Chief Executive Office
I have worked with other training companies and found it to be more of a seller/buyer relationship than one of matching the right expertise to our business issues. That’s what LSA does – ask the hard questions, listen, and understand our business needs. We receive the benefit of their expertise from assistance with personal development plans to enhancing team performance, to looking at enterprise-wide challenges. It’s all about helping our business succeed as we grow. Right now, LSA is providing great ideas, a fresh approach, and valuable guidance as we develop our management team and accelerate our client relationship management results.
Director, Team Development
I have worked with LSA Global at previous companies and welcomed the opportunity to bring them in to support my new organization. We worked closely with LSA to design a solution for our Client Partner Teams and Management Training on both coasts. LSA designed a customized solution for our business and organizational culture. LSA is a quality organization, one that I’d recommend to any company looking for a first class training and consulting partner that makes an impact.
Chief People Officer
LSA’s consultant designed and delivered a half-day team building solution for our recent conference. It included careful customization to integrate the design with our new mission and values. Everyone had fun and identified key issues with our teamwork. Altogether a great program!
Director of HR
We contacted LSA to help us with customized management development. LSA worked with me to identify a solution that would meet our exact needs. We decided to start at the top and ran the program for our executive team. It was such a great success that we hope to roll it out companywide. We look forward to a long-term partnership with LSA Global and their team of experts.
Barry L. Byrd, SPHR
Human Resources Manager
I had been working with LSA for many years with my prior company. Currently, I’m with a company who hadn’t done much basic management skills training. After identifying and presenting a program recently, our managers are excited and talking in the halls about the great experience. LSA saves us time in delivering the right training for our needs.
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.