If your organization has traditionally relied on relationships in order to sell and it’s not working for you as well as it used to, we have an idea on how to improve. I recently attended a regional forum where there were a number of sales leaders from industrial manufacturing companies talking about 3 key issues: […]
The top two buyer concerns at the end of the buying process are risk and price. A loss to no decision is normally the result of buyer risk and cost concerns. Normally this decision is based on one or more of the following concerns: Will the proposed capabilities even solve our business issues? Can the […]
Sellers use value justification or value analysis to close opportunities. Creating a formal value analysis focused on what differentiates the seller’s proposed solution is critical to keep buyers from selecting a competitor’s solution. It also protects the seller from losing the opportunity to no decision when the buyer doesn’t see the value and decides on […]
It’s just common sense that companies that clearly communicate their understanding of the customer’s problem, and then explicitly define their value & differentiation in the context of that problem, have a distinct competitive advantage. Unfortunately, in order to create effective contextual value and differentiation messages, you first need to break down the customer’s problem into […]
Maersk transformed their sales approach from commodity-based to value-based, to the tune of a 350 percent ROI in just 11 months. Could your business do the same thing? Here are some key lessons culled from my conversations with Maersk executives — and recommendations for making it happen.
In essence, the inherent value of the offering isn’t visible or tangible enough to stimulate action on the part of the buyer. Either they aren’t buying at all or they are opting for an alternative; or they are unwilling to agree to a price point that is necessary to sustain acceptable profitability.
Most salesmen feel powerless, especially at the end of the sales cycle. When the customer enters the risk phase, things seem to drag and nothing happens. The salesman’s power to advance things has vanished.How can we salespeople act and feel like we are in power?
Like all cultural transformations, the transition from product-aligned thinking and messaging to solution-aligned thinking and messaging requires management vision, leadership, and process. The good news is that just like implementing a buyer-aligned sales process, it’s not rocket science, it doesn’t create traumatic culture shock, and it doesn’t take a lot of time, cost, or effort to get started.
An overwhelming majority of marketing organizations adopt the Hybrid Value Model when they decide to support a solution oriented sales strategy. The hybrid model combines both buyer-aligned and seller-aligned perspectives and it supports high level problem-solution messages along with more tactical and explicit feature-function messages.
The Strategic Importance of Value Models: Whether you sell a commodity product or a complex business solution, a value model is the foundation for your positioning and messaging strategy because it determines how you communicate the purpose, value, and differentiation of your products and services. Like the product-feature-function model, value models provide the taxonomy for collecting, organizing, and sharing the marketing and selling knowledge that drives the three critical marketing deliverables that I mentioned in the introduction.
The pressure on B-to-B product marketing organizations to increase their strategic relevance and their impact on sales has never been greater. They have to quickly find a way to: Create more customer relevant positing and content; Do a better job of generating, cultivating, and nurturing leads; Improve their alignment with sales and deliver tools that enable salespeople to have more meaningful business and value conversations with their customers…
Almost half (45%) of sales managers believe that their teams need improvement in their ability to sell the value of their solutions to customers, according to the latest survey conducted by CSO Insights. Sales Teams’ Ability to Sell Value and Avoid Discounting (Copyright 2009, CSO Insights, used with permission.) Why do so many salespeople struggle […]