The Value of Sales Communication

The Value of Sales Communication

“Only 13% of customers believe that salespeople understand their needs”   

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Value-based selling is the value perceived by the buyer, and it is advantageous when sales teams can compete on value rather than price. It sounds straightforward, but it can take a bit of practice and application.

Sales teams need to know where and why they should engage the customer and target potential prospects at the right time and place. High-performing sales teams elevate conversations to business-level discussions. For example: Selling technology that delivers a manufacturing solution?

In this case, the sales team should not only converse with a prospect about manufacturing or supply chain problems; they will dig deeper to discover how that manufacturing issue impacts the business. Marrying the solution to the results requires great skill rather than just a simple problem-solution approach.

Effective questioning is another critical skill to master. It can be used to position sales professionals to direct a value-based conversation that uncovers the prospect’s point of view regarding the issue and how it impacts their position and their company’s results, not about the product or service. It not only establishes credibility but also enhances vital listening skills.

Salespeople can evaluate a response to building a better solution to overcome and address an objection, allowing the exploration of the crucial pain points. Giving prospective customers the space to speak their mind might identify even more opportunities to help them succeed. The prospect feels heard and appreciated, and salespeople can establish honest and trustworthy relationships. This skill facilitates the collection of the correct answers. The more informative their answers, the more likely their needs emerge, and these qualification factors assist salespeople in identifying and investigating potential deal-stoppers.



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