Who Determines the Value During a Sale?
A sales rep who was struggling to close a deal asked us recently, “Who Determines the Value During a Sale?” To most the answer is obvious. While you can definitely influence the outcome, your buyer determines what they value.
It Is About Your Customer
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 help 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 want and 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 overall resources available, priorities of the business, and available alternatives in the marketplace. Mission critical projects will take precedence. Smart sellers know just where their project fits in the customer’s larger business strategy, financial constraints, and competitive landscape.
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 or Your Stuff
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
4 Keys to Keeping Talent Up to Date
Why Employees Change Their Mind
Congratulations on your pro-activity in establishing this program and developing such an effective New Employee Orientation course.
President and Chief Executive Office
Avon’s success is dependent on strong relationships among our Customers, Representatives, Associates, and outside resources we hire to help us meet our business objectives. We were very pleased with the results from working with LSA Global to design and facilitate a custom program for our events management team. LSA demonstrated responsiveness, flexibility, and an innovative approach to working with us.
Senior Manager, HR Destiny Sales Region
Over the years, both at 3Com and now at Redback, I’ve found LSA Global to be a valuable resource. The recent compliance program that they delivered for Redback’s executive and management team was the right solution, of the highest of quality, and customized to our business and culture. I would highly recommend LSA to any company looking for top quality solutions.
Vice President of Human Resources
LSA’s approach and ability to bring the best resources to eBay has been a great asset. They really focus on helping us succeed in any way they can and are very flexible in meeting our management and talent needs.
Learning & Development
LSA custom designed a Management Development program that is absolutely “on target” for our technical managers. Their facilitator has done a superb job delivering the material in a way that is fast paced, highly interactive, and fun. She presents practical solutions to the people situations that our managers face every day. I regard LSA as an excellent partner that understands our business needs and a virtual member of our HR department.
Vice President Human Resources
LSA has been a tremendous asset to my portfolio, both at my current company and my past company. As an HR leader, I am always looking for ways to find external resources that can provide a solution to our management training needs. LSA does that for me. Their solutions are presented in a much more leadership-oriented manner so as to be crisp, business relevant, and easy to apply right back on the job. I will continue to augment our programs using LSA solutions.
VP of Human Resources
What a refreshing change from the half-baked psycho-babble you normally get from training and consulting organizations. LSA gives you the practical and results-oriented assistance you need to define and reach your goal. They provide a results driven plan – not just a temporary fix. They are great to work with, and even more importantly, they “get it!”
Vice President Human Resources
Each program is preceded by an assessment of the participants. The course is then designed to fit the specific parameters and needs of the group. The highly interactive delivery is provided by recognized experts in their fields. On the spot coaching is provided during the program and each participant receives individual follow-up after the course. Courses can be delivered in-person or virtually. Given the nature of Cisco’s business and the way we operate, these remote workshops are a must for anyone who joins our company. Their work is eye opening. Great content and fantastic delivery.
Frank J. Kuypers
Business Development Manager
Understanding and conforming to legal compliance was very important to our company. We turned to LSA Global to provide a quality and cost effective way to ensure that we were AB 1825 compliant. Their interactive eLearning program was top-notch. It allowed our managers to learn at their own pace, and on their own time. The program was tailored to include our logo and our internal harassment policies. It was interactive and met all federal and state legal requirements. I would highly recommend LSA Global to any company looking for an efficient and effective and top quality way to train their managers to be in compliance.
Kelly Warren, SPHR
Director, HR & Compliance
LSA’s Employee Engagement Consulting and Survey work has provided critical visibility into: how well our people are holding up under the general economic environment, as well as, the specific challenges that face biotechnology companies in their efforts to discover and develop new medicines; their level of alignment and commitment to XOMA’s Vision and mission critical strategies; how leadership practices and management systems support an environment that engender commitment, and the specific actions that our leaders can take to improve on areas that are important to our people. I highly recommend LSA’s employee engagement solutions.
Vice President, HR and IT
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
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’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.
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
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.