Sales Training: Does your team put value into every communication….do you?

“What is on your agenda today?” asks Sales Manager.

“I am writing a proposal for ABC Manufacturing.” replies Account Executive.

“Are you giving them a value proposition?”

“Well, I know they sell widgets, so I was going to feature how much we can help them do that.”

“But, are you going to give them a value proposition? Do you know what they need to see to know we can help make a difference?”

Does this conversation sound familiar? Are you bothering to initiate conversations like this with team members? If your sales reps are not extracting the information needed to develop strong value propositions, then there is a roadblock smack dab in the middle of your pipeline. There is no reason to ask the litany of qualifying questions necessary to build an understanding of what your prospect wants to accomplish, if you are not going to utilize that information come deal making time.

Value propositions are not the sale thing as value statement. Value statements are examples of how you help the masses, or how you have helped another. A value proposition is a clear and concise explanation of how you intend to help the INDIVIDUAL PROSPECT you are presenting to. While, many deals close without one, and some fail no matter what you do, the best chances for success lie in showing your prospect that you have put their needs at the forefront of what you are trying to accomplish.

So, what do you need to create a great value proposition?

1. A clear understanding of what your prospect’s situation is today.
2. A clear understanding of your prospect’s perception of the situation today – can be quite different than 1.
3. A well thought out explanation of what unique and beneficial things can be gained from making the change and becoming your customer.
4. A thorough response to any concerns or objections found along the way.
5. If possible, cost benefits and ROI statements for making the investment that are unique to your offering.

All of the above must directly correlate to the information your prospect(s) has shared with you. You may notice that there is nothing about competition or other factors in this proposition. If your offering is truly the best option, and of course that is the case or why would you be positioning it as such, then you do not have to worry about others. The best way to maintain the highest probability of success is to consistently show you are paying attention to what the prospect sees as important, and then delivering. Teach this to your teams and you will smile all the way to the forecast meeting, every week, every month, and so on.

Guest blog: Everyone Sells! – Another post from Dr Vikram Venkateswaran »« From the Newsletter – Landslide the Sales 2.0 team tool!