3. Introduction
• According to a survey, in average 87% of the revenues in complex B2B sales
environments are being generated by just 13% of the sales population.
• It’s a sad fact that today’s average B2B sales person is still far more
comfortable talking about their products than they are discussing business
issues.
• Value-‐Based Selling is not about talking-‐it’s about listening. In reality, the
best salespeople are the ones who can listen intently for the things the
customer really wants.
• Value-‐Based Selling is the process of understanding and reinforcing the
reasons why your offer is valuable to the Customer/Client.
4. Value = Benefits - Cost
ü Increased
productivity
ü Increased
Revenue
or
Volume
ü Reduced
production
costs
ü Improved
profitability
ü Improved
competitive
advantage
ü Better
image
o Price
o Total
Cost
of
Ownership
o Opportunity
Cost
o Time
to
Market
The research says that the
value is the difference
between the price you
charge and the benefits
the customer perceives
they will get.
“Price is what you pay.
Value is what you get.”
Warren Buffett,
renowned investor
Source
:
https://www.slideteam.net/benefits-‐and-‐value-‐based-‐selling-‐ppt -‐example-‐file.html
5. Selling Value not Price
ü If you focus on the value, the price becomes less important.
- If you don’t focus on value, the only thing you can talk about
is price.
If the customer perceives they
will get a lot of benefit for the
price they pay, then their
perception of value is very
high.
“The more you focus on the value
of your solution, the less
important your price becomes.”
-‐ Brian
Tracy
https://www.klozers.com/sell-‐value-‐not-‐price/
8. Role of a Sales Person
Ø Normally, it’ll take
quite long time to
be Strategic Partner
for any Customer.
Ø The closer and
better relationship
with customers and
solution expertise,
the higher role and
valuable the Sales
Person.
Ø First things first,
put any sales
situation as a
battle to WIN.
9. 4 Phases of Successful Selling
• In
the
classic
sales
book SPIN
Selling,
Neil
Rackham
describes
the
4
phases
of
successful
selling
:
• Understanding
the
situation;
• Defining
the
problem;
• Clarifying
the
short-‐term
and
long-‐term
implications
of
that
problem;
• Quantifying
the
“need-‐payoff”.
10. Value Sales Engagement
Value-added Selling approach which reveals how to create value for customer before, during
and after the transaction, enabling the salesperson to be a solution consultant and strategic
partner of the customers who can ultimately win customers’ preference over the competitors.
People don’t buy products, they buy the results the product will give them.
https://www.klozers.com/sell-‐value-‐not-‐price/
11. How to Be Sales Master
“Superior Salesman doesn’t compete
with others (competitors), they
compete against their own past
performance”.
Brian
Tracy
ü A Sales Master can sell anything, anytime to any prospective
customer.
ü To be Sales Master needs a long process. The first deal will
increase the spirit to sell and sell again. It’s like domino’s effect.
13. Question and Listening …
ü Help you Upsell and Cross-sell.
ü Identify Budget & Decision process.
Ø What do you expect us to do ? And How soon ?
Ø If we come back to you with a viable solution
what would happen next ?
Ø What are your Business Issues right now ?
Ø Are there any Business Drivers ?
ü Hear and understand prospects needs,
wants, objectives, goals and problems.
Ø How important is this to you ? How is this
impacting your business ?
Ø What happens if you don’t fix this ?
ü Help gather information to quantify the
value.
ü Create empathy.
Ø Are these critical issues that need urgent
attention ?
Ø Are you sure this is important enough to spend
time and money addressing ?
ü Evoke emotion in order to motivate the
prospect.
ü See how your solutions may or may not fit.
Habit
#
5
of
Highly
Effective
People
Seek
First
to
Understand
Then
To
be
Understood
14. Buying : Rationale or Psychology ?
Ø Customer buying decisions
nowadays are heavily data
and objective-‐driven.
Ø Salespeople should be
equipped in presenting facts
and analysis to customers to
fulfill their buying rationale.
Ø But we must also understand
that behind all the numbers,
reports and statistics, lies an
emotion-‐based decision.
Source
:
https://customerthink.com/understanding_buyer_psychology /
Understanding
Body
Language
and
Neuro-‐Linguistic
Program
(NLP)
are
more
helpful.
15. Logic or Emotion ?
The most crucial and important - tapping
into the emotional drive of the
customers by:
• Listening effectively
• Empathizing
• Showing honesty and transparency
• Building trust and rapport.
• Maintaining a positive energy
“We
buy
on
emotion
and
justify
with
logic.”
-‐ James
Chartrand
Logic
+
Emotion
=
Perfect
Sales
Equation.
Source
:
https://transdefy.webflow.io
16. 1. Cost/Benefit analysis – demonstrate value
to prospects in terms of your expertise,
credibility and experience.
2. ROI calculator – For every dollars we put
into this solution how many dollars will we
get back.
3. POC – to demonstrate the value before
asking for a commitment to a larger
opportunity.
4. Testimonials – These provide great content
for your website, literature, presentations,
LinkedIn pages, etc.
5. Case Studies – a describing a specific client,
of the problems they were facing, the
solution you provided and then the benefits
they received.
6. Proactive support – be pro-‐active,
especially if you have product recalls,
updates or service issues.
7. Tutorials/Online Guide – for any solution,
so your prospects immediately can see the
value you’reselling.
8. Differentiation – Differentiation must be
built into your value proposition.
9. Exclusivity – creating a limited offer and
scarcity are well documented, emotional
buying triggers that are not based on the
lowest price.
10.Added value – deliver beyond your
customers’ expectations.
Things to Prepare…
17. • The
value
needs
to
be
:
• concise
• important
• unique,
• relevant,
• significant,
• critical
The
benefit
needs
to
be
Specific
Measurable
Achievable
Realistic
Tangible.
Value
Proposition
18. 8 Tips of Value-based Selling
1. Know Your
Prospective
Customers
2. Know
the
Prospect’s
Industry
&
Market
3. Find
out
the
Right
People
to
Communicate
4. Listen to
more
understanding
5. Be
Genuine
and
be
punctual
6. Align
Your
Team
to
engage
further
7. Plan and
Discuss Customer
Success
8. Stay for
the
Long
Relationship
19. Conclusions
ü Value selling is the most effective in B2B sales environments where companies
want to use value to differentiate themselves from the competition.
ü First, understand about your prospective customer, their industry/market,
second find out their business issues and business driver, listening and put
empathy.
ü Trying to propose appropriate solution which fit to resolve customer business
issues by performing values and benefits.
ü Then business scheme instead of pricing only will be your closing deal.
ü Last but not least, nurture your customer relationship to be their strategic
business partner.
20. For
further
Consultancy,
please
contact
:
Bambang
H.
Purnomo
Mobile
#
:
0811-‐1039540,
081574365695
eMail Address
:
bhp66id@gmail.com
