Documenting your value is a good step in creating a distinction
between your company and your competitors. But even after
the value is documented, some customers still do not understand
the full benefits of these products/services, or do not
view the impact as real or important to them. This is often
a signal that the salesperson may be selling their value
to the wrong person, or that the service/product is viewed
as a commodity that anyone can provide.
If you were to list all of the value added
products/services you provide and mark those your competitors
will say they can provide too, there would probably be very
few not checked off. In such situations you need to create
a real distinction. You need to be able to:
-
Make a proposal on total cost: show
both the savings accomplished and the potential impact
of new opportunities.
-
Show the impact on their objectives:
illustrate how the value you provide can help the customer
accomplish their objectives.
-
Minimize their risk: every opportunity
the customer undertakes has risks (things that can go
wrong), show your ability to reduce these risks.
-
Demonstrate your strengths & assets:
link your abilities to minimizing risk, accomplishing
objectives and reducing costs.
-
Sell to those you impact: it is not
just about what you do for their company, but what you
do for them (their position). Much of the value a supplier
adds impacts areas within the customer’s organization
other than purchasing, including: maintenance, operations,
production, engineering, sales/marketing, etc.
-
Develop the presentation: by putting
yourself in your customer’s shoes, you can create
a presentation that makes them want to do business with
you.
We can help you develop more effective sales calls and
proposals. We have worked with companies to develop penetration
and retention strategies, respond to proposals, develop
presentations, and create the tools to allow your salespeople
to become the supplier of choice. Customers have to see
and understand the differences between suppliers before
they are willing to pay for it.
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