If your products and services are being marginalized... If your salespeople are being pushed down to procurement - This program will help. If your customer can't perceive the value of your products and services, how can they price them? If they can't price them, then.... They won't pay for it! They can't sell it upward... Why should they? This is the slide deck of the introductory program teaching salespeople how to get top margin for their products/services/solutions.

1. Want your salespeople to stop
discounting?
Changing value
perceptions by converting
solutions into metrics your
customers wants.
Presented By: Ian Segail

2. Why listen to Ian Segail
Ian is one of Australia’s leading sales strategists and authorities
on sales and sales management. Ian is also the founder of the
Sales Coach Academy and the author and co-author of 7
books and eBooks dealing with the challenges and issues
faced by sales management. Ian has been a sales
development specialist for over 2 decades getting sales
people to sell more, profitably.

3. What others say about Ian
“Thought you might like to hear a good news story Sales Coach Academy© had a hand in......We
have only implemented the top 2 suggested strategies from the program and this month’s numbers
are incredible. Sales to Budget: -UP 71%; GM to Budget: UP to 46 % from 41% and a couple of days
trading still to put through”
Simon McKenzie - Regional Sales Manager – Burwell Technologies
“As a result of working with this program, my division grew by
55% in 12 months, from approx. $ 7 million sales to $10.7 million
sales, improving the bottom line EBIT by around $1.3 million!!!”
Andrew Antala - DIVISION MANAGER – TECHNICAL - Charles Parsons & Co Pty Ltd,
Australia
“I can’t believe it! We’ve gone from $300K
behind our target to banking over $320K every
month for the last 90 days. One of your
strategies helped us to re-sign one of our
largest accounts even though they had been
offered a 50% discount by one of our biggest
competitors”.
Darren White - National Sales Manager – Industrial Products

4. A solution must provide measurable
improvement
• The problem must be acknowledged by the by both the
buyer and salesperson must also agree on the answer.
• The Holy Grail -“A mutually shared answer to a recognized
problem where the answer delivers measurable
improvement."

5. Understanding Value

6. Understanding Value

7. • A commodity is a good for which there is demand, but which is
supplied without qualitative differentiation across a market.
i.e. It’s the same no matter who produces it.
• Examples are petroleum, notebook paper, milk or copper.
• The price of copper is universal, and fluctuates daily based on global
supply and demand.
• Motor cars, on the other hand, have many aspects of product
differentiation, such as the brand, the user interface, the perceived
quality etc. And, the more valuable a car is perceived to be, the
more it will cost.
What is a commodity?

8. How are commodities bought?
• What will make us pay more for something?

9. Are you perceived as a commodity?
• Do you have to compete on price?
• Do your customers shop around and buy based on cost?
• Do your customers think the products and service that you offer
are very similar to what every other vendor?
• How do you contribute to that?

10. The "4 U's“ Value Test
Is the problem…Unworkable?
• Does your proposed solution fix a broken business process where there are
real, measureable consequences to inaction?
• Can your solution be monetized?
• Will someone get fired if the issue is not addressed?

11. The "4 U's“ Value Test
Is the problem.. Unavoidable?
• Is the problem you have a solution for driven by a mandate with
implications associated with governance or regulatory control?
• Is it a requirement?
• EXAMPLE: The issue is being driven by a governance requirement for
accounting or compliance or specification?

12. The "4 U's“ Value Test
Is the problem...Urgent?
• Is your solution one of the top few priorities for a company?
• It is always a lot easier to get your solution onto a customer's
priority list and have them assign resources to fixing the problem
when you can point to an urgent issue requiring resolution.

13. The "4 U's“ Value Test
Is the problem...Underserved?
• Is there an absence or lack of valid answers to the problem you're looking to
solve?

15. How compelling is your value
proposition?
Where do your products/service/solution compete?
 Better
 Faster
 Easier
 Cheaper
 Safer

16. “If you cant put a number on your
value, all you can sell is your price!”
"Unless you know your
value all you can sell is
your cost - If you cannot
price your value all you
can price is your cost!”
Mack Hannan

17. Essentially what Hannan is
saying is:
If your customer can't perceive the
value, how can they price it?
If they can't price it then....
They won't pay for it!
They cant sell it!
Why should they?

18. The 5 “Show me the money” Value
Levers
1. Make $
2. Save $
3. Reduce risk
4. Optimisation
5. Retain customers

19. Monetize Application
Product Focus
Product
Application
Monetize
Application
Crowded market
Very Few Players
Fewer Players

20. Monetize impact on...
 Revenue
 Cost of Sales /Production
 Margin
 Expenses
 Profit

21. What are the numbers we can impact?
REMEMBER: “If you cant put a number on your
value, all you can sell is your price!”

22. Quantify your package
• Sun Tzu – The Art Of War – min-3:1
advantage required when competing
head to head.

23. Contact:
For further information or to book a course, contact our
friendly team today on 1300 891 760 or contact us online
or email: sam@salescoachacademy.com