If there is a bigger sales buzzword than "value" I'm certainly not aware of it. Value is almost always talked about by training professionals as one of the most important measures of having a successful sales outcome.
It's often said that by providing "value" first, you will increase your odds of making the sale.
I don't disagree with this logic at all. As a matter of fact, I believe it whole heartily and have experienced many years of personal success having done exactly that.
Where this conversation gets a little "muddy" is the definition of "value."
- What is it?
- Who defines it?
- Where can I get it?
Value IS anything (Verbal Exchange / Tangible Exchange) viewed in the CUSTOMERS eyes as important and it is provided by YOU.
Value IS ONLY defined by the CUSTOMER. It can never be assumed by the Sales Person what might be of importance to the customer.
Value can ONLY be found in understanding the TRUE needs of the customer. If a Sales Person guesses value and tries to provide their version...it will never be found.
Value can be construed in so many different ways it is difficult to provide a simple answer to the "what is it" question.
It can be simply that you are a fantastic listener and you make the customer feel comfortable and confidant.
It can be that you offered them a great "deal" after determining what is important for them.
It may be that you build great rapport (Likeability) and the customer really enjoys being around you and working with you.
- How do you Really know if you have been successful in your Value Proposition?
The way I can always tell is that the conversation will turn from a more superficial (generic)conversation to a way more meaningful discussion. The customer starts to describe their thoughts in descriptive paragraph like details rather then one word or odd single sentence type speak.
Many sales people think that Most prospective customers are a pain because they give them the "Heisman-(Stiff arm)" during their interactions. The truth is they are avoiding you as a defense mechanism to avoid the annoying and often clueless sales person.
You MUST prove otherwise for them to "open" up.
During conversations with past assistants or with sales people looking for help, I typically turn the topic to specific encounters. I like to always ask how the conversation typically ends with certain customers.
The customers I like to ask about are the ones that the sales person thinks were decent prospects, but they could not convert them to a sale. In essence, they were duped by the customer which creates frustration for the sales person.
If it is a cordial but still mostly generic conversation you may think you have a good prospect...most likely you don't.
If the customer is doing most of the talking and asking more and more questions you most likely have a winner. They are "hot." Don't blow this opportunity. Follow-Up quickly with answers to their questions.
Understand that every single customer is different so assuming the same value is good for each person will NOT yield the results you want.
Be aware that value is not a random buzzword but a very real transfer that must occur, in the customers eyes, from the sales person to them. The quicker in the conversation that this occurs the better odds the sales person will have in a successful outcome.
Curt Fletcher aka The Likeability Guy, is a Real Estate Professional, Business Development Strategist, Published Author of the book, "How To Sell More Homes and Increase Your Income," Sales Trainer, and Professional Speaker that focuses on improving your Likeability to increase your Opportunities for Success!
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